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Case Study: Refashioning Nasty Gal for a Gen Z audience


How a UNiDAYS fashion-design contest helped Nasty Gal find its Gen Z voice.

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The Challenge

Nasty Gal has always been ahead of its time in championing women’s entrepreneurship. So when presented with a challenge of how to reach beyond their core Millennial audience, they leveraged their ongoing partnership with UNiDAYS to create a fashion-wear contest that would spark the interest and launch the careers of aspiring Gen Z fashion designers the world over.

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" Partnering with UNiDAYS has been a win-win from the start... Their Launchpad contest has shown us just how many new ways there are to get Gen Z heavily engaged with Nasty Gal. "

— Veronica Di Gesu
Digital Marketing Manager, Nasty Gal

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The Solution

The Launchpad team hosted a tee shirt design contest for students on the UNiDAYS platform. The winner received a paid trip to Nasty Gal HQ and had her design printed and sold online. Several runner-up contestant designs were printed and sold on Nasty Gal as well. 

UNiDAYS leveraged its in-house creative studio to develop:

  • a co-branded landing page
  • custom promotional content, including images and blog posts
  • a 30-second promo video explaining the contest rules to would-be participants

To promote the contest, UNiDAYS activated an array of different channels, including web, email, app, newsletter and social media.

UNiDAYS student verification technology also quickly mapped out a global audience of college students eligible for the contest.

 The Results

Within the span of a sales quarter, the program saw massive student engagement
and generated more prize-winning designs than Nasty Gal anticipated.

 

UNiDAYS Launchpad
UNiDAYS Launchpad
UNiDAYS Launchpad
UNiDAYS Launchpad
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UNiDAYS Launchpad