Kumasi Fashion Week Launch
Building buzz for first-ever K-FW with street posters and flyers
Guerrilla marketing campaign for emerging fashion event using posters, banners, and handbills across Kejetia, Adum, and Asafo markets. Sold 800+ tickets with GHS 4,500 spend.
The Challenge
Kumasi Fashion Week was a first-time event with zero budget for TV, radio, or influencers. Organizers needed to sell 500 tickets in 3 weeks. Their only assets: a logo and some event photos from planning sessions.
Strategy
We went where Kumasi shops: the markets, lorry parks, and high-traffic walkways. No digital ads. No billboards. Just smart, targeted print and outdoor placement.
Print Collateral
We designed eye-catching, low-cost materials:
- A3 posters (500 copies) - bold typography, event details, QR code (GHS 600)
- A6 handbills (2,000 copies) for handing out at roundabouts (GHS 800)
- Banners for 5 key locations (GHS 750 total)
- Flyers inserted into daily newspapers (GHS 1,000)
- Sticker packs for brand loyalists (GHS 300)
Outdoor Placements
Strategic, permission-based locations:
- Kejetia Lorry Park departure boards (negotiated GHS 200 for 2 weeks)
- Adum shopping arcade pillars (GHS 150 for 10 pillars)
- Asafo market entrance fence (GHS 100)
- KNUST campus notice boards (free, student volunteers)
- Taxi back window stickers (50 taxis, GHS 400)
Digital Support
We connected print to phone:
- QR codes on all posters linking to WhatsApp ticketing
- Simple countdown on Instagram (just a phone and good lighting)
- Volunteer street team posting location photos daily
The Results
828 tickets sold (65% above goal). Walk-up sales on event day: 200 people. Cost per ticket acquired: GHS 5.40. K-FW now annual with 2x budget for year two.
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