For the launch of Everlane’s ReNew collection, I was responsible for developing a holistic social strategy that brought the campaign to life through social-first storytelling. I crafted entire content plan and calendar, produced social-first shoots, and managed an influencer seeding strategy. The campaign resulted in over 2% engagement (+100% above industry standard) across all two weeks of content.
In an effort to tell more transparent and industry specific stories with our community, I developed our repeatable series, Transparency (Face) Times. This social first framework gives viewers an inside look at problem solving from industry experts.
At the beginning of COVID 19, our community had lots of questions for how this was affecting our factories and supply chain. We developed Transparency (Face) Times to diver deeper into their hard-hitting questions with experts. See here for the original post on IGTV.
In this episode of Transparency (Face) Times, we dive into Everlane’s sourcing and materials processes. See here for original post on IGTV.
A social-first framework that shares a ‘behind the scenes’ take on Everlane’s design team process. The series is repeatable but based on commonly asked questions from our community to result in highly engaging, quick content.
An inside look at our design process with Sonia, Everlane’s VP of Design. Content was originally posted on IGTV. See here.
A digital first series that merges product and styling tips for engaging community-focused content.
#AllDamnDay. This was the concept for Everlane’s launch of the Day Glove, a super comfortable, super stylish new flat. In an effort to prove the comfort and style of this newest launch, I crafted a community first strategy that seeded product to 50~ Everlane super fans prior to launch. We asked customers to truly put their shoe to the test. We then used their testimonials and content to reinforce comfort and style credibility throughout all launch content.
For the launch of Everlane Underwear, I was tasked with creating a social strategy that built hype, focused on community, and inspired our audience. I managed content planning, producing shoots, and influencer strategy. The campaign resulted in 2%+ engagement across two weeks of content.
For the launch of our first ever retail store, we created a 360 social strategy to tell the story of how Everlane retail came to life. We leveraged influencer, merch, giveaways, and events to create content that resulted in over 2.5% engagement and over 5,000 comments across all content.