Fashion case study
TBO
The Beginning Of is a contemporary fashion label offering the sophisticated woman high quality, responsibly sourced and fashion-forward basics at affordable prices. I was brought on to help launch the brand's very first collection online.
TBO’s commitment to honest craftsmanship inspired further development of the brand’s DNA that I was able to reshape around the bigger purpose of "empowering women physically and emotionally". This meant introducing a more thoughtful brand tone of voice, a deeper brand statement, reimagined packaging with symbolic copy and new creative guidelines that provided meaningful direction for all content creation and partnerships.
ROLE /
CREATIVE DIRECTION
BRAND strategy
SOCIAL MEDIA
INFLUENCER PARTNERSHIPS
AGENCY /
UMBRELLA LOS ANGELES
CONTENT ROLE /
creative DIRECTION
STYLING
CASTING
LOCATION SCOUTING
PRODUCING
Escapist modernity with an essential undone touch was the focal point.
With strategic touches to the brand design and redeveloping the brand strategy, I was able to plan and execute the digital strategy for the launch. Escapist modernity with an essential undone touch were the focal points for the SS16 Campaign and the e-commerce shoot to ensure an elevated, yet still relatable brand, was portrayed.
Social Media Pre-launch Teaser & 5k Wardrobe Giveaway Campaign
For social, a pre-launch strategy was created to teased audiences heavily with imagery of packaging and sprinkles of the new collection that was amplified with micro influencer partnerships. These authentic content creators shared a signature chic on-brand aesthetic. Once the e-commerce store was live, we then launched an Instagram "5k Wardrobe Giveaway" in partnership with premium influencers. We were able to gain 6,000 followers and achieve a reach of 3M+ within 1 month.
overall results /
0 - 6,000+ FOLLOWER GROWTH ON INSTAGRAM WITHIN 1 MONTH
3M+ INFLUENCER combined REACH WITHIN 1 MONTH
90,000 + ENGAGEMENTS GENERATED FROM INFLUENCER PARTNERSHIPS WITHIN 1 MONTH
