Drop Us A Line
Drop Us A Line

Repositioning HeyDude to unlock a new Gen Z audience

Challenge

HeyDude needed to connect authentically with Gen Z women to build cultural relevance and long-term advocacy.

Activation

We launched In Her Shoes, a platform that handed the mic to Gen Z creators to tell stories of empowerment and self-expression. 

Managing HeyDude’s social strategy and content across both brand-owned and influencer partnerships, we focused on TikTok-first storytelling and created a podcast series hosted by voices like Madame Joyce and Lily-Rose that put female voices at the heart of the brand and embedded DE&I principles throughout.

Impact

A brand repositioning that unlocked a new Gen Z audience. The shared and owned content strategy drove follower growth on HeyDude’s brand channel and campaign views across creator and brand content. This was authentic storytelling that built cultural relevance with the right audiences and generated measurable growth.

2.85
million+ total campaign views 
435,000+
podcast video plays 
64,000+
engagements
3.3%
average engagement rate
22.6%
follower growth 
80%
increase in engagements from the 18–34 demographic
A young woman sits gracefully on light wooden flooring, nestled in a softly lit staircase corridor. She wears stylish, chunky white shoes paired with fluffy socks, and a striped polo shirt. The pastel-hued walls enhance the serene ambiance, creating a harmonious, modern interior.
A young woman sits comfortably on a curved concrete structure, her posture relaxed as she wraps her arms around her legs. She wears a soft pink t-shirt and lilac shorts, contrasting with the blue sky and distant pier. The scene is bright and cheerful, evoking a carefree summer vibe.
A lively group of four friends sits on bleachers illuminated by bright sunlight. The woman on the left sports a casual white T-shirt and light denim jeans, while another with long hair wears a colourful plaid shirt. The central figure holds a football, dressed in a light top and red trousers, showing a spirited enthusiasm. Next to him, another friend in a green shirt and short denim shorts enjoys a drink. The setting is vibrant, reflecting youthful camaraderie and outdoor fun.
Three stylish models pose in a vibrant blue room. The first, wearing a brown shirt with a red tie and red shorts, displays a relaxed posture. The second, in a bold green dress, stands confidently, while the third wears a chic blue and white striped outfit, exuding contemporary flair.
Three stylish individuals pose against a vibrant blue backdrop. The first, wearing a fitted navy top and a pleated pink skirt, stands with confidence. The second, seated on a bold blue cylindrical stool, sports a denim jacket over a red and white ensemble, exuding a relaxed vibe. The third, in a sleek black and white dress, stands gracefully, blending elegance with contemporary flair, while soft lighting accentuates their fashionable looks.

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See Our Work
See Our Work
In an elegant art gallery, a woman in a rust-coloured dress and a man in a tailored jacket stand close together on a wooden platform, holding glasses of wine. Behind them, grand historical paintings adorn the deep red walls, adding a rich artistic ambiance.
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A vibrant orange food kiosk glows in the evening light, showcasing bold signage that reads "Hey, u up?" A young man in a grey outfit interacts with a digital menu inside the booth. Nearby, a group of people watch curiously, framed by the bustling urban backdrop.
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