APPROACH

Present a Strategy

I’ll be honest. CK’s social channels were treated as a mood board for the brand’s creative teams (no shade, just the truth) when I joined. This resulted in an unfortunate nose dive in engagements. So, when The xx collaboration was internally announced, I didn’t want to miss out. I quickly put together a content strategy and presented to my senior leadership. When my plan was approved, I knew we were on the right track.

Go Beyond the Status Quo

One major win? Convincing everyone involved to allow us to premiere the official music video on CK’s social channels. I recommended all parties, including The xx, to drive traffic specifically to the brand’s Facebook page where the full-length video would live. For a period of time, that post was embedded within widely read articles on GQ and Billboard. Overall, our campaign organically generated 9.9M impressions and 547k+ engagements.

Galvanize Our Audience

#mycalvins had been 'retired' from all branded copy. Even still, it was so widely used by fans. After much deliberation, we revived the iconic brand hashtag in a post featuring Paris Jackson. Not only did this become one of the most engaged posts throughout the entire campaign, it spiked sales for the cotton bralette Paris wore in the image.