Multi-Channel Storytelling

I led content strategy for the campaigns below, driving and supporting the briefing, concept development, production, execution and reporting of key marketing initiatives.

This involved partnering across teams such as PR, marketing, communications, merchandising, engineering and site experience, and others, to drive results.

BILLY REID BARWARE COLLECTION

Brief

Launch a barware collection at Williams Sonoma designed in partnership with fashion designer, Billy Reid.

Concept

Meet Billy

Strategy

Highlight Billy Reid through video, still imagery and copy to introduce him to the Williams Sonoma customer and identify why he is a perfect fit for barware.

Results

Above benchmark engagement and sales.

THANKSGIVING AT INA GARTEN’S

Brief

Inspire Williams Sonoma customers to shop for Thanksgiving early and often.

Concept

Thanksgiving at Ina Garten’s

Strategy

Feature Thanksgiving through a menu, entertaining tips and product recommendations from Ina Garten. Amplify through 360 content experience.

Results

Record breaking traffic to recipes and menu. Top engagement on site, video and organic social media.

Creative Director: Kathleen Korb; Design Lead: Yu Mei Compton; Video Lead: Clare Langan; Social Lead: Jennifer Yee

PLANT YOUR GARDEN

Brief

Inspire The Home Depot customers to invest in their outdoors for spring.

Concept

Plant Your Garden

Strategy

Highlight blooms and gardens through animation, while targeting messaging specific to audiences based on shopping behaviors.

Results

Higher-than-benchmark results across all channels.

Agency Partner: Trade School

A COLORFUL NEW EXPERIENCE

Brief

Highlight ability to match any paint color with The Home Depot’s mobile app.

Concept

A Colorful New Experience

Strategy

Identify inspirational, emotionally-driven moments that capture color in a unique way and translate that, using the Project Color app, to paint colors from The Home Depot’s trend palette.

Results

Higher-than-benchmark results across all social channels, including Pinterest, YouTube, Facebook, Instagram and Snapchat. Facebook drove YoY +565% ROAS and Pinterest drove +533% CTR versus the prior quarter of launch.

Agency Partner: 22squared

Train Like an angel

Brief
Launch Angel Max as the most versatile and highest-technology sports bra from Victoria’s Secret.

Concept
Train Like an Angel

Strategy
Show the product in a range of low-impact to high-impact workouts.
Partner across teams to build content experiences including supplementary workout products, recommendations from celebrity trainers, playlists and more.
Highlighted across paid social, organic social, PR, email, app and site.

Results
Five weeks of content storytelling with consistent top performance on paid and organic social media.
Built a trajectory of audience engagement leading into the holiday season and annual fashion show.

Night in or night out?

Brief
Highlight the style versatility of Victoria’s Secret Very Sexy Social Butterfly line, as an intimate, private look or lingerie that is made to be seen and styled.

Concept
Choose Your Own Adventure

Strategy
Build a content experience illustrating the on-trend product and how to wear it.
Highlight through visuals, interactive video and copy that speaks to product benefits, how-tos, trends and more.
Publish across site, email, paid and organic social media and others.

Results
Top engagement metrics, including on paid social media, with higher-than-industry benchmarks.

here comes the Groomshop

Brief
Launch Bonobos’ formalwear seasonal products.

Concept
Any Wedding, Anywhere.

Strategy
Highlight the versatility of the formalwear product through wedding ceremonies across levels of formality, represented by landscapes: city, farmland, desert, and others.
Show this through illustrations, product shots, photography and UGC across store environment, site, email, organic social, and partnerships, targeting grooms, brides, and groomsmen.

Results
Increase in shop appointments.

Summer like an angel

Brief
Launch summer product line for Victoria’s Secret of unlined bras and minimalist lingerie products.

Concept
Summer Like an Angel

Strategy
Use summer as a verb to highlight the white color of the products, the brand equity of the angels concept and the visuals of multiple models.
Illustrate how the products allow you to embrace on-trend fashion and “Summer Like an Angel”, highlighting across copy, photo, social, email, site and others.

Results
Strong engagement across channels.

building a New York Fashion Week runway

Brief
Gain fashion credibility for Gap Inc’s portfolio of brands, including Intermix, Banana Republic, Gap and Old Navy, through it’s association with New York Fashion Week.

Concept
Give a Front Row Seat to the Runway

Strategy
Highlight the products and experiences of the brands through the eyes of employees and models.
Providing an exclusive BTS look at what makes New York Fashion Week both on-trend and approachable for American audiences.

Results
High engagement across site, blog posts, internal communication channels and social media.

Raising the wage

Brief
Gain credibility for Gap Inc’s values through it’s decision to raise the minimum wage for store associates.

Concept
Caring about societal issues is as classic and American as Gap itself

Strategy
Develop content on the minimum wage and equality issues to illustrate company investment and knowledge.
Represent the solidarity and visibility of this cause through the classic product, the white button-down, in a company-wide event.
Amplify across social media, email, PR, internal communications, content partnerships, influencers and more.

Results
Shift in brand perception and an increase in job applications.