Case Study

Fashion Week Rochester

Fashion Week Rochester (FWR) is an amazing annual event that supports an even more amazing cause: The Center for Youth, a non-profit that provides at-risk youth with counseling and emergency shelter. But with no identifiable brand, low awareness of the charity connection and an aggressive fundraising goal of $250K, FWR needed a brand makeover.

Pivot Point

Our campaign blurred the lines between the haves and the have-nots, creating philanthropic FOMO and driving Fashion Week attendees to donate more than ever before.

Gucci or Goodwill?

We had to unite the community around a fashion event, but fashion itself is a divider. It separates the haves and the have-nots. So we found a visual commonality to blur this line. With threadbare clothes being all the rage, it’s hard to tell the difference between a $500 Gucci sweater and a $5 sweater from Goodwill. This helped us tell a powerful story that connected FWR to our non-profit.

Walking the Walk

We didn’t just use professional models in our ads. We walked the walk, featuring at-risk teens who had been helped by our charity. Through premium print ads and large format posters, the campaign humanized homeless youth and made fashion less polarizing.

Results

The campaign raised $625K, outperforming our client’s fundraising goal by 250%. And our Instagram activation raised an additional $10K for the cause.