Doek & Slay UK.
The biggest Zimbabwean girls' day out in the UK, positioned for growth.
Client or organisation
Doek & Slay
Year
2026
Founder's role
Head of Cultural Marketing and Audience Development
Credit
Founder experience
The brief
Shape the UK cultural positioning, audience strategy and growth of a women-only festival built around sisterhood, fashion, music and community.
The challenge
How do you turn 250 connected women into a movement, and make a festival culturally desirable rather than simply advertised?
The approach
The artists are the entertainment. The women are the product. The marketing question stops being who is performing, and becomes why this woman needs to be in this room.
“The artists are the entertainment. The women are the product.”
The delivery
- Cultural positioning for the festival and its UK audience.
- Audience segmentation and Zimbabwean diaspora engagement.
- Community outreach, group sales and friendship-group acquisition.
- Campaign narrative and cultural insight.
- Partnerships, programming input and audience experience.
The outcome
A defined cultural position, a segmented UK audience and a growth model built on community networks rather than paid reach alone. Work is ongoing.
- 250
- Connected women at the start
Projects marked Founder experience were led or contributed to by founder Korrine Sky before First Name Basis, in previous roles or through other organisations.