KETZ-KE ‘THIS IS ME’; A SOCIAL FASHION CAMPAIGN FOR REAL WOMEN

Undertow Media created a live campaign that would launch Ketz-ke’s new collection via social platform Instagram.  

The idea came to Undertow Media as a solution to a problem posed by Ketz-ke designer Jenny Drury.  Realising she could reach significantly more eyes on this social platform than via a traditional fashion show to ‘VIPs’, and that her shoppers were increasingly seeking the opinions of digital tastemakers to drive their fashion choices, the question was posed. How do we effectively integrate social around a new season release?

The collection, shot editorial style by fashion photographer James Lowe alongside five influential New Zealand women known for their individuality, launched in full exclusively on the brand’s Instagram (@ketzke) in late March.

Collaborators on the project included model and blogger Maddy Budd, fashion editor turned ‘The Style Insider’ Leonie Barlow, DJ and broadcaster Gracie Taylor, model and beach babe Laura Snelling and sports journalist Makere Bradnam, who have each released stills and outtakes from the shoot to their own followers, featuring chosen props such as a surfboard and a very handsome greyhound pup.

The Instagram show, first of its kind in NZ, saw Ketz-ke gain hundreds of new followers and traditional cut-through alike.  Check out what went on behind-the-scenes here.

‘I love the idea of seeing your friends wear an item and then wanting to wear it too, rather than liking it on a model and wondering how it will translate into real life. Ketz-ke’s ‘This Is Me’ project is all about accessibility – making fashion inclusive not exclusive.’   –  Maddy Budd, Blogger