Motto by Hilton
Problem
Hilton sought relevance with young urban travelers who enjoy the value, style, and locations that home sharing affords.
Solution
Motto by Hilton, a micro-hotel brand imbued with local expertise, flexible design, and a level of taste that urban travelers don’t often see in global hotel chains today.
Results
The Motto by Hilton brand earned just under 1B impressions at launch, and is now breaking ground globally.
To bring Motto by Hilton to life, I helped develop the brand proposition, brand platform, launch strategy, and social media strategy. I also oversaw development of the brand identity, created the brand’s tone of voice, and wrote copy for collateral, brochures, websites, and social media.
E!’s
Front Five
Problem
E! wanted to connect with young, style-hungry audiences but lacked credibility in the fashion category.
Solution
We created E!’s Front Five, a reality docu-series taking viewers through five days of fashion’s biggest moment, New York Fashion Week, with five movers and shakers in fashion.
This close-to-real time show was designed to be social first, leveraging the credibility of our cast and E!’s reality chops to draw in digital natives.
Results
The show grew over five seasons, expanding from social to broadcast, out of home, and live events.
It generated 50MM+ views in one season and gained VISA sponsorship.
For E!’s Front Five, I defined the brand, helping filter all plot, casting, advertising, and PR decisions. I guided development of seasonal creative themes, wrote briefs, provided trend research, and led creative ideation. I also wrote pitch materials for talent and built campaign and channel roll out strategies.
Venn Skincare
Skincare streamlined for modern routines
Problem
Venn, a new brand launching in a saturated skincare market, was trying to change complex skincare behaviors with a streamlined product and routine.
Solution
To inspire change requires trust, so we focused on building it through education, endorsements, and peer reviews.
We highlighted scientific claims on our channels and seeded product to review sites early, generating thousands of testimonials for an authoritative presence at launch.
Results
Led to early trust by luxury retailer Net-a-Porter, setting the bar for future stockists and collaborations.
I worked closely with the Pentagram team to translate Venn’s brand strategy into a compelling digital and social media strategy, further developing the brand voice and their direct-to-consumer launch strategy. I created a look and feel that could translate across digital platforms, produced and created content, and oversaw weekly content calendars with my team.
Katy Perry Collections
Footwear for the fans
Problem
Katy Perry was diving into a new category: footwear. Known for her colorful pop antics, not her fashion instincts, she needed to launch her brand online and establish credibility in a new category.
Solution
To establish an audience in an area Katy was not known for, we targeted her existing fans with a colorful online identity, positioning Katy Perry Collections as an extension of the star’s poppy personality.
We leveraged anticipation from her album release and events to build a following through live social engagement, contests, and activations.
Results
In the first three months, we grew to over 110K social followers, received over 5.3B social impressions, and generated 7,200 hashtagged posts by users.
For Katy Perry Collections, I helped flesh out the brand’s communications and visual strategy with a robust content and channel strategy. I created a look and feel for the brand on digital and social channels, produced and created visual assets, facilitated partnerships with celebrities and influencers, and managed weekly content calendars.
Brilliance by Swarovski
Adding extra sparkle to global fashion month
Problem
Swarovski needed to drive awareness and engagement during fashion month among fashion insiders and the larger social community.
Solution
Swarovski became the first brand partner of KiraKira+, a photo app at the apex of its popularity, with a custom sparkling filter called "Brilliance.”
We built buzz with influencer collaborations and VIP giftings in New York, London, Milan, and Paris, leading the conversation in each market, and made the app free for download on the first day of every fashion week.
Results
Received an earned media value of $967.3K and +106MM impressions, while further driving the association of Swarovski with the idea of sparkling.
The collaboration was mentioned by influential celebrities and publications including Laura Dern, Selma Blair, Alexander Wang, DVF, WWD, Vogue Italia, and Hypebae.
To help Swarovski lead the global conversation during fashion month, I came up with the creative idea for the Brilliance by Swarovski program. I then helped build and execute the program and roll out strategy, contributing copy, partnership recommendations, and creative support throughout the process.