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 🌐
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.
Urban Outfitters
In my role as Creative Marketing Editor, I played a key role in the social & content team, brainstorming ideas, delivering marketing strategies and editing content for impactful storytelling.
I owned the brand voice, executed seasonal messaging frameworks for the business and led customer-facing comms.
White Stuff
Freelance copywriting support across email lifecycle programmes, monthly emails and product descriptions.
The Good Studio
TOV, editing and copywriting for the launch of the new website for The Good Studio, a design agency based in Hong Kong.
Crafted design-led copy across company case studies, articles and talent biographies.
The Body Shop
Oversaw marketing emails and targeted content to deliver against customer lifecycle.
Crafted creative copy and captured results-driven data to increase customer retention.
Accelerated automated email campaigns across UK, EMEA, NA and AUS.
Swarovski
Social and Digital Copywriter working across:
Swarovski: news and events content for website and social.
Atelier Swarovski: fine jewellery copywriting for website, email and social.
Swarovski Foundation: positive impact and sustainable messaging for website and social.
Owned seasonal content strategy for Swarovski which included global events, new product launches and brand collaborations.
Amplified copy and content for Swarovski to increase engagement rate across social platforms.
Represented Swarovski as a sponsor at LFW shows.
Planned and produced social coverage to tight deadlines on exclusive shows including the Super Bowl, BAFTAs and the Academy Awards.
Jack Wills
Crafted lighthearted, compelling copy across all channels and made it relatable to gen Z audience.
Specialised in copywriting and worked closely with wider marketing team to deliver content for social and events.
