Ask: Help make Banana Republic culturally and socially relevant online—and in stores.
Creative Approach: According to a 2013 focus group, Banana Republic had the brand perception of a weird cat lady aunt. I love cats, but we knew this had to change. So we set out to make Banana Republic relevant again with a 360-social campaign that grounded Banana Republic in a real place (hello, New York and SF) with real people (new CCO Marissa Webb and hand-picked influencers) to make it feel small and cool. AKA we created content at the speed of culture. The result? A total social media overhaul, not to mention an overwhelming increase in sentiment, engagement, and SOV. Yep, the internet loved #thenewBR we even moved Banana Republic into Forbes' '2015 Millennials Top 10 List.’
Role: Account Lead, Content Creator, Copywriter, Influencer Strategy
We even took Banana Republic all the way to NYFW 2015. Tapping into social trends, we hosted an Instameet and created a gram-worthy space full of photo opps. We also partnered with fashion thought leader Hillarty Kerr of WhoWhatWear to host the first live fan-directed fashion show on Twitter. #thenewBR became a nationally trending topic and the campaign generated 189.6 M impressions.
Then we hit the streets of NYC to #sharehappy and promote the Banana Republic x marimekko collab. That’s my hand in the photo BTW ;)
