SOCIAL MEDIA
As a lead writer on Gap & Old Navy's paid and organic social media channels, my goal with each post is to elevate the brand's social media presence with innovative and strategic storytelling through talent spotlights, product stories, UGC, event coverage, brand campaigns and product collaborations.
Take a peek at this small collection of highlights below.
Linen moves.
Gap's Spring '24 Campaign campaign featured linen as a canvas for original style, celebrating self-expression and individuality through fashion, music and dance. Embracing roots in pop culture, we worked alongside artistic originals such as GRAMMY® Award–winning artist Tyla and the BRIT Award-winning artist Jungle to bring the campaign to life.
From a copy -perspective, strategic storytelling was at the forefront of execution for the entire campaign. Shining a light on the talent, product and brand ethos with every creative touchpoint, I tapped into the customer's mindset across multiple generations and social platforms making sure to optimize algorithms, and capture attention with every tap, scroll and swipe.
In the first 24 hours of launching, we reached 1M on Instagram and TikTok respectively — and have continued watched engagement climb.
Gifted.
For Gap's Holiday '23 campaign I led strategic storytelling for the brand's first social-centric campaign. Using insights and metrics from previous campaigns, I crafted messaging framework for over one hundred individual assets highlighting individuality, product & the ethos of the Holiday season at Gap.
Product Launch
ROCKSTAR WITH SECRET-SLIM POCKETS
The Rockstar with Secret-Slim Pockets was one of the most the most technical denim releases in Old Navy's 25 year history. I worked closely with the product team to ensure the special product attributes were clearly explained without overpromising or complicating.
