Culture to Commerce
I treat culture like a creative brief. When something's having a moment, that's a campaign waiting to happen. Strategy + cross-functional execution across CRM, social, blog, and web drove consistently higher engagement on owned channels and in-app offer redemption.
Makeup Dupes x Latte Makeup
Blending two trends into one rewarding moment
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Two viral beauty trends were running rampant on TikTok at the same time: #MakeupDupes and #LatteMakeup. Most brands picked one to lean into.
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Leverage the viral dupe products from brands in the Fetch app to bring a rewarding delivery of the #LatteMakeup trend.
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A TikTok tutorial, blog post, and email campaign that showed beauty lovers how to execute a #LatteMakeup look with products in the app that are just as good as their high-end counterparts in one connected moment.
More Campaign Examples
Written in the Stars
Users were segmented by astrological signs and targeted themed content and gift cards mapped to their element’s traits. Campaign delivered highest email engagement rates of the quarter.
Academy Rewards
Oscars-themed comms + a nominees sweepstakes on social ran the week of the Academy Awards driving +200% more traffic to the app via Instagram.
Houses of Fetch
Wrapped-style reap at the end of the year that sorted users into “houses” based on their activity. Houses were announced on social and revealed in app and via comms. Social share to IG stories hit record high numbers.
Email Creative Strategy
I overhauled Fetch’s email creative strategy to improve storytelling and boost engagement. Central to this initiative was the creation of a flexible library of email templates. These templates were designed to follow email marketing best practices while maintaining the flexibility to adapt content for different campaigns. This approach not only streamlined the production process but also enhanced the storytelling capabilities, driving higher engagement across email communications.
