Everlane
As a Creative Strategist at The Atlantic, I developed a creative brief for a custom branded content campaign for Everlane. To drive donations for Everlane's Black Friday Oceana Fund, I pitched an idea that spotlighted how social media was being used as a tool for environmental change—educating and engaging our target audiences to get involved.
Key Contributions
Creative Strategy: I leaned into audience insights stating that 70% of readers were interested in finding ways to protect the environment. My proposed custom content would educate and empower readers on ways they could protect the ocean, even on a holiday fueled by overconsumption. I prepared a creative brief with my idea and accompanying interactive media placements, pitching it to the Everlane team.
Collaboration: I reworked my original idea after receiving feedback from the Everlane team. Then, I continued to support the project handoff from the sales team to the creative studio team, consulting on my original article idea and sharing insights I'd learned about our target audience.
See excerpts of my work
Results
We launched The Planet vs. Plastic custom article and accompanying paid media on Black Friday. The content was so successful that the client extended the campaign for another month, leading to increased engagement and donations for the Oceana Fund.
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