Urban Outfitters - Sustainable Platform, UO In Progress
Brand: Urban Outfitters
Summary: Delivered a long-term strategic and global platform for sustainable initiatives across North America and Europe, named UO In Progress.
Impact:
Executed a platform that balanced the nuances of sustain whilst clearly communicating to the consumer in our brand voice, resulting in increased dwell time and social engagement.
Collaborated with the global sustain and product teams to capture information.
Project managed website landing page to ensure customers had access to all UO’s sustain information.
Assisted UX journey testing, and implemented changes to optimise content.
Used messaging as a base to roll out sustainable content in store, social and on product.
Urban Outfitters - Social-First Summer Campaign
Brand: Urban Outfitters
Summary: After years of strict lockdown rules, our audience were craving an escape from their four walls. In answer to this, I delivered the ‘22 summer campaign and executed a social-first content series called UO Hidden Neighbourhoods, which saw talent rediscovering their local areas and unearthing hidden gems. The first episode was a creative piece in partnership with Levi’s.
Impact:
First content series of its kind at UO which put storytelling first and had a true brand narrative. 360 roll out across all channels to amplify content and engagement.
The first post on TikTok was our top performing social post of 2022 and drove a spike in engagement rate, proving the power of storytelling and allowing us to increase budget for similar content moments.
Episode #1 saw UO get 1m+ views and 10K increase in followers on Instagram, as well as 539K views, 40.8K likes and an engagement rate of 11% on TikTok.
Built brand awareness and commercially supported summer shop landing page. Most content linked back to this page and we saw a lift in traffic.
Due to its success it became an always-on concept used to platform voices that deserve to be heard. Over the last year UO has produced similar content to grow our presence in other markets, or to platform voices during Pride.
Social 📱
Caption: Grabbed a bite from Lisboa Patisserie on Golborne Road? @ihatewhisky and @lucyisblonde know...
Follow along as we uncover their favourite spots in their #UOHiddenNeighbourhoods @Levi’s #UOonTour #thingstodoinlondon
Email 📧
Web Copy 🌐
Swarovski - Editorial Articles
Editorial articles for Swarovski’s news platform.
Brand: Swarovski
Summary: Highlighted the brand’s exciting collaborations in fashion and conscious luxury, whilst embodying its charm and elegance through editorial content.
Impact:
Reported on the exciting brand partnerships across catwalks and red carpets, and shared these moments across social and email.
Represented the brand as a sponsor during LFW and wrote up speedy reviews of crystal-encrusted catwalks.
Take A Read 📚
Crystal on the Catwalk: LFW AW20
A round-up of the best Swarovski-clad runways including Halpern, Richard Quinn and Matty Bovan.
Crystal on the Catwalk: The Temple of Poseidon
A feature piece on Mary Katrantzou’s SS20 magnificent show in Athens.
Atelier Swarovski Sparkles on the Red Carpet
The story behind the iconic pink diamonds showcased by Olivia Colman at the EE BAFTAs.
Gaultier’s Grand Finale
Celebrating a moment in fashion history: Jean Paul Gaultier’s 50th anniversary and final show.
Conscious Luxury on the Red Carpet
A look back at Swarovski’s glamorous starlets shining in high jewellery at the Fashion Awards.
Jack Wills – Branded Content
Branded copywriting and content for Jack Wills.
Brand: Jack Wills
Summary: Crafted lighthearted, compelling copy across social, web, email and print. Continuous output of branded content that championed its unwavering commitment to quality and embodied the spirit of young Brits.
Impact:
Acted as brand guardian of copy, collaborating closely with marketing and digital departments to produce inspiring stories the audience could engage with.
Analysed and tested email subject lines with AI tech, which increased CTOR from 10% to competitors’ average of 19%.
Created copy for an inspiring style guide (Jack Wills Handbook) that was printed and distributed to over 200,000 loyal shoppers. TOV resonated with Gen Z audience, attracting sales from those dreaming of a summer to remember.
Kept content fresh at zero cost to the company by collaborating with press to generate lifestyle content for the blog, which was repurposed across web, social and email.
Emails 📧
Social Captions 📱
Web Copy 🌐
Print 📗
Jaeger – Product Storytelling
Building stories around Jaeger’s products
Brand: Jaeger
Summary: Highlighted the USP of each piece with fabric-focused copy and friendly tone of voice.
Impact:
Targeted a 30+ career woman who appreciates quality with quippy storytelling to bring emotion to the their purchasing journey.
Landing Page 🌐
In-Store POS 🛍
Wild Thing
What’s daringly bold and dancing on the right side of wild? Our smooth silk dress donning our exclusive in-house print, of course.
Top Notch
Let the gold button twinkle as you tackle Monday morning in this versatile blazer. Coffee helps too…
Product Descriptions ✍️
In a relaxed style, this jumper is made from wool and has a turtleneck collar to keep in the warmth when winter throws sub-zero temperatures our way. It’s complete with a cape detail too, because every knit should be just as interesting on the flip side.
Tired of jeans? Turn the tables and put denim on top for a change. It’s a durable cotton piece that can be worn to events and to the pub, which leaves us asking the question: is there anything denim can’t do? (The answer is ‘no’).
Reformation – 360° Campaign Concept
Sample 360 concept for Reformation.
Brand: Reformation
Summary: This is a mock project for Reformation. This sustainable fashion brand sends emails with subject lines that strike the right balance between ambiguity and interest. Known for it’s cool-girl copy, Reformation has an irreverent attitude with a playful tone of voice that I had to try out. I dreamed up a 360° campaign concept named ‘Summer Fling’ which introduced new prints to flirt with across email, web and social.
Impact:
Flexed my short-form copy skills targeting millennial city girls who wanted a good-for-the-planet wardrobe to match their unapologetic lifestyles.
