Iffy House Atelier
Iffy House Atelier is a design company and clothing brand based in Eswatini, using design as dialogue to communicate who they are through what they create.
Cover image: Sisandza Magagula (@drina.got.grills) by Mongezi Mkhabela (@shotsbyngezi)
Co-Creative Coordinator
January 2022 – Present
Coordinate, conceptualise and direct the presentation of collections, capsules, and pieces.
Set design, video and shoot concepts and direction, branding and packaging, social media campaigns, and 1000 other things.
“Resort” Collection Marketing Campaign Creative Director
September 2020 - October 2020
The Brief:
Conceptualise, design, and co-direct the Resort collection photoshoot.
Increase media engagement and brand visibility of Iffy House Atelier, while promoting the “Resort” 2020 collection on social media, focusing specifically Instagram.
Thando Nxumalo (@thandonxumalo_) by Mongezi Mkhabela (@shotsbyngezi) for Iffy House Atelier
Approach
Capitalising on a friends and family strategy, Iffy House Atelier encouraged consumers to post in their garments as a form of free marketing.
Send PR packages to micro and mid-size influencers for paid media posts on Instagram to boost visibility.
Run a merchandise giveaway & post daily interactive stories for increased engagement.
Engage with consumers on social media by liking, commenting on, and reposting images, while also interacting through direct messages.
Outcome
Instagram engagement increased by 202% and 253% in the 2 weeks following the release of the “Resort” Collection campaign.
Gained 150 followers, a 30% increase of Iffy House Atelier’s following at the time.
The 13 piece collection sold out within 2 weeks.
A profit of $4,500.
Fila and Adidas South Africa reached out to sponsor sneakers and accessories for future shoots.
Several mid-size South African influencers contacted Iffy House Atelier regarding future collaborations.
Donatella Falcomer (@donatellafalcomer) by Mongezi Mkhabela (@shotsbyngezi) for Iffy House Atelier
