Client

Madewell

Idea

Back when Gen Z couldn’t get enough of defining themselves through different style niches like #Normcore, #Cottagecore, we set out to create our own #core that championed what Madewell is known for—denim—and Gen Z’s passion for up-cycling. With that, #Jortcore was born.

Results

73.1M views/impressions

73% higher than TikTok benchmarks for video rates

12.58% engagement rate on Instagram “Joto Dump”

Digiday’s Best Audio Activation

JOTODUMPS

At the time, Gen Z couldn’t get enough of Instagram photo dumps full of raw and random pics. So, we handed our influencers a disposable camera and had them create carousels embodying the #Jortcore aesthetic and lifestyle.