HeyDude In Her Shoes
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
