The Haute couture of Interacting with Gen z
Junk Kouture is an evolving fashion competition for young designers in second level education, who create striking couture designs from recycled materials. Now the largest student competition in Ireland, Junk Kouture sees thousands of entries every year, all competing on a national stage for an exclusive scholarship and cash prize.
With a zealous ambition to increase brand awareness and drive engagement, an operational digital transformation was the perfect solution.
What We Did
Branding, Social Media Strategy, Social Media Applications, Web Development, Ecommerce, Design, Animation
We were commissioned by Junk Kouture to help them digitally transform their operations and establish a strong social following. For us, the project consisted of three main objectives; building brand awareness, creating deeper connections between Junk Kouture and its target audience and bringing the competition to life online.
By researching Junk Kouture’s key demographic, Generation Z, (born between 1995-2012) we were able to engage digitally savvy teenagers to organically promote the brand as well as the competition itself.
APP & Branding
Through innovative app development we transformed the regional voting system, bringing it online and putting it directly in the hands of the target market. As a knock-on effect, young designers and their fellow students became mini Junk Kouture marketers, and were incentivised to rally their extensive social networks and share the competition’s voting app.
The app has had an incredible impact on the brand’s exposure and social influence. With 847,414 views in 2017 alone, its value as a marketing product is unquestionable, and now plays a vital role in the company’s sponsorship portfolio.
As part of the project, we also refreshed Junk Kouture’s branding and created a unique digital presence to ensure the competition was visually, socially and economically engaging to their target audience.
Our team has helped Junk Kouture unlock the potential of their brand through innovative technology, while capitalising on the interests and characteristics of their target market. This original approach has also paved the way for national and international growth.
APP VOTING STATISTICS 2017:
Watch the Animation
Our team could not have felt more supported or inspired by Wurkhouse’s creative spirit and enlightened strategy. Not only have they helped grow both our audience and influence, but WH have also helped position us as a premier fashion competition in Ireland and Scotland.
Sara Ryan, Operations Manager, Junk Kouture