BRANDING / SEASONAL CAMPAIGNS / E-COMMERCE
Create seasonal campaign messaging and refresh brand voice. Craft website copy and community-focused content to promote new product launches and initiatives across channels, including emails, landing pages and blog posts.
NAMING / TAGLINES / SUPPORTING COPY
JoahNow: Discover the Future of K-Beauty
Created the name, tagline and supporting copy for Joah’s new K-beauty subscription service, launched in October 2023. Also crafted product copy for the brand’s latest technology and products, along with an email series to support Joah’s fresh new look and brand redesign.
DIGITAL CAMPAIGNS / PRODUCT LAUNCHES / E-COMMERCE
Support e-commerce team with all website copy needs including global digital campaign rollouts and new product launches as well as landing pages, banners, blog posts, emails, PDPs and other projects as needed.
BRANDING / SEASONAL CAMPAIGNS / SIGNAGE / HEADLINES
Create overall branding and seasonal messaging for in-store, online and catalog.
NAMING / PACKAGING / PRODUCT COPY
Copy and concept development for new home, skincare, haircare and body care collections.
CAMPAIGN CONCEPT / NAMING / CREATIVE DIRECTION
In 2016, Maybelline changed their long-standing tagline “Maybe She’s Born With It” to “Make It Happen”. To support the new tagline’s purpose of celebrating the power of makeup to transform and boost consumer awareness, we created a 10-episode YouTube series hosted by famed beauty influencer NikkieTutorials. Each episode featured a surprise challenge to “Make XX Happen” with a selected beauty vlogger.
CAMPAIGN SUCCESS
According to Google data, the campaign resulted in a 2.4x to 2.9x lift in brand awareness, with an average play-through of 54%. Meanwhile, the 10 YouTube blogger guests are said to have accounted for 58% of overall watch time for the entire campaign.
The #MAKEUPLIKETHIS series ultimately helped increase Maybelline's YouTube subscriber numbers by more than 25%, with most episodes garnering over 100,000 views to date.
See more episodes on YouTube: https://www.youtube.com/maybellinenewyork
Agency: Code and Theory
Senior Art Director: Danielle Gerard
CAMPAIGN CONCEPT / NAMING / TAGLINES
An extensive social campaign targeting both consumers and stylists, #DARETOHAIR was created as a powerful call to action introducing Bond Ultim8 as the ultimate hair-protective product when coloring hair. We enlisted influencers and professional colorists to kick off the campaign, showing the world how they #DARETOHAIR using Bond Ultim8, ultimately challenging followers to change up their look.
PRE-LAUNCH COLORIST CHALLENGE
We identified 30 professional stylist influencers to receive our exclusive Bond Ultim8 product kit to create their unique color transformations and share via video or before/after shots on their channels.
LAUNCH VIDEOS
The consumer push launched with a day-in-the-life film that featured surfer Kelia Moniz as she explores New York City and shows off her hair transformation to friends and family. Educational stylist-focused videos were also created and shared on social.
UGC/CONSUMER CHALLENGE
User submissions extended the #DARETOHAIR conversation, spreading the word about Bond’s protective qualities and boosting overall Matrix follower numbers.
CAMPAIGN SUCCESS
The launch video accrued over 150,000 views in the first two weeks, while #DARETOHAIR became the official brand hashtag across the entire Matrix Color Collection. It continues to be used by Matrix followers and stylists alike to celebrate hair color transformation.
Agency: Publicis NY
Senior Art Director: Cioty Tija
BRAND PARTNERSHIPS / CAMPAIGNS / PRODUCT LAUNCHES
Create seasonal campaign concepts and copy for new product launches, artist collaborations and brand partnerships across digital and print.
REBRAND / NEW BRAND VOICE / WEBSITE RELAUNCH / SIGNAGE
Created new brand positioning and tone of voice. Crafted brand manifesto, taglines, website relaunch content, print ads and store windows as well as copy for new product launches, packaging, emails and blog posts.
Agency: Point One Percent
CAMPAIGNS / HEADLINES / E-COMMERCE
Concepts and copy direction for new product launches across digital and social media.
Agency: Geometry Global
DIGITAL CAMPAIGNS / HEADLINES / E-COMMERCE
Support e-commerce team with all digital copy for Lancome.com, including landing pages, email and social media.
BRANDING / SEASONAL MESSAGING
Lead and direct creative and messaging for global seasonal selling materials.
Lead and direct creative and messaging or global seasonal selling materials.
SEASONAL PRINT CAMPAIGNS / HEADLINES / SUPPORTING COPY
Seasonal print concepts for the Matrix and Biolage family of brands.
Agency: Publicis NY
Senior Art Director: Jessica Leung
ACD/Art: Jody Kay
BRAND REFRESH / WEBSITE SUPPORT
Integrate new voice and tone for updated website launch in conjunction with the museum's new multi-media exhibition, New York at Its Core.
Website: www.mcny.org
UX & Design: Julie Cunnah
SOCIAL MEDIA
Created a series of Instagram stories around the Quaker Oats #OffYouGo campaign, targeting young moms, millennials and families.
Agency: VaynerMedia
SEASONAL CAMPAIGNS / PRODUCT LAUNCHES / E-COMMERCE
Digital and global marketing content for product launches and seasonal collections, including email, e-commerce and social media.
DIGITAL CAMPAIGNS / E-COMMERCE
Support e-commerce team with all digital copy for Shiseido.com, including landing pages, email and social media.
BRANDING / SOCIAL MEDIA
Establish new brand voice and tone promoting the newly expanded Garden Bar in Atlanta, targeting millennial moms via social. Created brand manifesto, social content and video concepts.
Agency: VaynerMedia
BRANDING / TAGLINES / SUPPORTING COPY
Copy direction for Pantene.com rebranding and redesign. Partner project with Geometry Global and Grey Group.
BRANDING / SOCIAL MEDIA
2018 brand campaign to expand Protein World's reach and embrace the personal and collective journey to a healthy lifestyle. 360 campaign includes video, OOH (Tube ads) and an extensive social activation.
Agency: Code and Theory
Senior Art Director: Jeremy Stein
Senior Copywriter: Nick Francis
PRINT / PACKAGING / STORE DISPLAYS
Assist retail marketing team with copy for in-store and print advertising.
SEASONAL MESSAGING / HEADLINES
Creative concepts and copy for seasonal catalogs, in-store marketing and e-commerce.
DIGITAL CAMPAIGNS / PRODUCT LAUNCHES
Digital copy direction and creative concepts for new product launches and website redesign, including landing pages, social media, emails and banner ads.
Agency: Tribal Worldwide
Copy for website redesign and printed marketing materials.
BRAND PARTNERSHIPS /MAILER / E-COMMERCE
Creative and copy direction for annual member mailer, partnerships and email programs.
