Springleap – design crowd with marketing muscle

How do you turn a T-shirt company into a powerful marketing play? You provide access to your pool of 17 000 designers to brands needing beautiful and relevant content (through design) and utilise your social media skills and significant global crowd source loving fan base of course.

That’s just what Eran Eyal and his team at Springleap.com has been doing and so far the results have been positive.

The Springleap team has been proving their concept using the best possible case study – themselves – having grown Facebook their fan base 6000 to 193 000 in less than a year (it’s now closing in on the 200k mark). Eyal says at one stage he was testing 600 different Facebook ads to figure out best practice and what achieves the most success.

At its core sits 17 000 designers who submit designs to Springleap.com – these designs are then voted on by its community and as many friends as the designers can pull through their own networks to the site. The winners receive a cash prize and royalties from the resulting product, usually a T-shirt. Sales are handled by Springleap. Eyal looked at this talent pool and their social pull and realised it could be a powerful asset to activate design and brand fans.

Hillbrow the new Highbrow

This range is called Highbrow and is elevating the original Love Jozi brand up a notch. “I’ve always wanted to shoot in Hillbrow – the inner city regeneration is doing so well but many people don’t know that Hillbrow is also on its way to recovery,” says designer Bradley Kirshenbaum. “With the help of organisations …

Luv Jozi – made in Joburg, China! (No really)

Designer Bradley Kirshenbaum of Love Jozi T-shirt fame has come up with a unique viral campaign over the course of the last two years that has been running under the nose of marketers and consumers alike without anybody realising it. In short – he faked his own brand.

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