The Manifesto:

Instead of defining a specific audience to target, we wanted to speak to likeminded creatives and individuals who took an interest in who we are and what we do.

Over the course of the initial run, we reached 3.8k users on instagram, with 3.5k being non-followers, the majority of which were 18-34, and an overall impression count of 13.4k

Our in-person audience leaned more towards a majority Gen-Z demographic, with some Millennial interaction as well, with an average of 25 people visiting in person each day.

From the get go, we had a small but dedicated selection of individuals who would religiously share and promote the tasks that were posted, even commenting on the first task without the ball even starting to roll.

These individuals went on to spread the message to their networks and so forth, creating a chain of recruitment, gathering others who would also share the doctrine. (5 initial individuals)

The online users preferred tasks that would solicit a quick and easy response, in most cases being a photo and ‘tag’ on their Instagram stories, however their were still a small group who would engage outside of social media too, taking on the tasks and not sharing online. (11 cases observed)

The majority of our social interaction centered on the physical events we appeared at, with fans showcasing the printing methods on their social channels, as well as showing off their personal created garments that we made for them online. This included a small influencer with a following of 150k, who shared and tagged us in a TikTok about our printing methods. This drove lots more reach for our account and helped to increase interaction with our posts for the week afterwards.

Over the course of our initial run we documented 24 direct responses to the tasks, with 37 shares of our posts, and an estimated additional 20 un-documented responses online.

Over the two weekends that the pop-up shops were run, we saw a large number of people visiting and interacting with us, creating printed merchandise as well as filming and posting social content about us.

At the first pop-up in Brighton, we found that the crowd attending were more focused on the ‘vintage’ element of the products, rather than the printing; However, we garnered quite a lot of attention from the other stalls and creatives that were working at the pop-up, with many of them getting a t-shirt or top for themselves, and promoting us to their followers and buyers too.

Although we didn’t gather a lot of takers for the shirts themselves, we did cultivate a successful audience, with over 40 people taking an interest in the printing itself and using our QR codes to visit the website and our social channels, including influencer Fuhzz who went on to create a TikTok and Instagram Reel about us, which racked up 34.5k views together, and over 3k likes.

The second pop up yielded excellent results, with the traction and promotion gained from the first giving us greater reach and an increase in the amount of people attending, with a total footfall of over 60 people, and 21 unique printed items being created, generating great online and in-person responses.