Blk Ivy Thrift
INDUSTRY: Fashion
PLATFORM: INSTAGRAM
OBJECTIVE: GROWTH
Inspired by the 1960’s civil rights movement, Blk Ivy is a Philadelphia-based thrift store that combines cultural artifacts and community engagement.
Challenge
Blk Ivy Thrift needed an exciting launch campaign that differentiated it from its sister store, Grant Blvd, and explained the concept of “fashion as activism”.
This campaign needed to…
Leverage connections and partnerships to maximize reach
Have an educational tie-in for Black History Month
Embody the spirit of Philadelphia
Solution
Philadelphia has a thriving street arts scene, which is why it earned the title “mural capital of the world”.
To honor the city’s art scene, Blk Ivy Thrift launched a city-wide wheatpaste campaign that highlighted iconic fashion trends from the civil rights movement.
The wheatpasting was executed by artist Symone Salib and amplified by Conrad Benner of Streets Dept.
To connect the physical space to the virtual, the poster series featured a QR code that linked to the Blk Ivy website and spotlighted a 4-week learning guide exploring the role of fashion during the 1960’s civil rights movement. This learning guide was created in partnership with The Fashion and Race Database, and offered a free 1-month trial to the platform.
Results
The posters were on display in 8 locations all over Philadelphia for the month of February 2023, amounting to over 100+ QR scans.
Grew Blk Ivy Thrift’s Instagram community from 0 followers to 2k followers in 1 month, and had a total reach to 29.7k accounts.
Featured on Philadelphia Magazine, Streets Dept Blog, Fox 29, and West Philly Local.
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