FASHION CASE STUDY
Ragdoll LA
Ragdoll LA is a Swedish fashion line based in Los Angeles known for its trendy leopard print styles and loungewear. Once coveted by celebrities like Rosie Huntington-Whiteley, Cara Delevingne, and Kate Boss, the brand was facing a decline in buzz and growth. Brought on as the lead creative strategist, I was able to introduce new social and content strategies to rejuvenate interest with their existing customers and spark interest in untapped audiences.
Client /
Ragdoll la
Role /
Creative direction
brand strategy
CONTENT
SOCIAL MEDIA
INFLUENCER PARTNERSHIPS
Agency /
Umbrella los Angeles
Rock n roll meets streetwear aesthetic.
Lacking cohesiveness and relevance, we began by reshooting all e-commerce assets, social content and seasonal campaigns with a new creative direction and tone of voice that followed a more relevant rock n roll meets streetwear aesthetic. New content was rolled out onto social media, paid advertising, and email newsletters. The refreshed content brought focus back onto the lifestyle of the consumer, fashion trends of the moment, the brand's designer story, craftsmanship, and design inspiration.
CONTENT ROLE /
Creative DIRECTION
STYLING
CASTING
PRODUCING
LOCATION SCOUTING
SS19 Campaign feature: I RÖRELSE
For Ragdoll’s SS19, I pitched the creative concept of a short film now titled I RÖRELSE. Spoken in Swedish, the film follows a woman who is on a mission to disconnect in order to reconnect. This campaign was ideated to reclaim Ragdoll’s identity, to remind customers of the Ragdoll carefree attitude and the brand’s rich Swedish heritage. My role for this specific campaign was creative concept and casting. The short film was distributed across web, social, and email newsletters.
*Production and POST-PRODUCTION was fully managed by UMBRELLA Los Angeles after my concept DEVELOPMENT.
SPECIFIC CAMPAIGN ROLE /
Creative concept
Casting
#RagdollMuse Community
For the brand’s social media community, past influencer relationships were revived with meticulous social media management techniques. New influencer partnerships were fostered through gifting programs and more meaningful creative collaborations in form of short, medium and long interviews with talent.
Product seeding and collaborations with celebrities like Alexa Chung, Alicia Vikander, and Adelaide Kane were secured among digital macro and micro influencer talent. Within 1 month a reach of 15M+ on Instagram was achieved. Month by month we saw a growth in Ragdoll’s social media with an overall of 80% and a 300% growth in their e-commerce sales within 6 months.
OVERALL RESULTS /
15M+ REACH GENERATED FROM INFLUENCER PARTNERSHIPS OVER 1 MONTH
80% INCREASE IN CROSS SOCIAL MEDIA GROWTH ACROSS INSTAGRAM, FACEBOOK, & PINTEREST
4.85 highest return on ad spent from paid SOCIAL MEDIA advertising
34.35% AVG. open rate on EMAIL newsletter ACHIEVED (15.06% Industry avg. open rate)
300% GROWTH IN E-COMMERCE SALES
