The launch strategy centered on creating an air of mystery and intrigue around the brand. We crafted a focused tease strategy on Instagram that started one month prior to launch, with an ambiguous post shared by Rihanna (@badgalriri). The post read, 'Didn't they tell you?' with the infamous static tv image featuring an unrecognizable photo of Rihanna wearing the product. Speculation grew rapidly as fans were attempting to put the pieces together as to what the music and fashion powerhouse was up to.

Rihanna then followed the verified @savagexfenty Instagram account which had no profile photo, content, followers, bio, or link in bio and was following just one account (@badgalriri). It was an effective and relevant way to begin bringing the brand to life and build anticipation for the big reveal. It didn't take fans much time to complete the lyrics to her popular song, 'Needed Me' that refers to the icon as a 'Savage,' and discover the verified Savage X Instagram Account and follow in anticipation.

A series of small clues and branded reveals continued from there, leading up to National Lingerie Day – which was coined #NationalLingeRIHDay and known as Rihanna's big announcement of her lingerie brand and the launch date. We were very thoughtful in using shareworthy content, intriguing captions, and the use of hashtags and Instagram Stories to tell the brand story and keep the audience engaged daily on the platform.

We continued to develop the story for the brand launch, with Rihanna leading the way.

The Results:

The pre-launch tease lead to large volumes of conversation and excited speculation on social media, along with the @savagexfenty Instagram account reaching 17,000 followers in 24 hours with zero content to speak of and an account completely devoid of information.

In addition to generating thousands of followers within days of launching the Instagram Account, Savage X Fenty can take credit for millions of engagements and impressions, countless shares, and video and story views. Because of the impressive digital tactics, use of influencers, and strategic PR - Savage X Fenty hit 1M+ followers in 5 months of its launch.

In the fall of 2018, Savage X Fenty took over New York Fashion Week with an immersive see-now-buy-now fashion experience. In order to create a truly impactful moment for the brand, we focused on integrating all touch-points into one holistic campaign - lead by social. The goal of the campaign was to reach a mass audience, generate engagement and brand awareness, while making a statement around the product offerings. My role was to develop the social strategy, work closely with marketing, PR, and creative - as well as external partners to ensure proper execution.

The Strategy:

The 360-campaign blended organic social, OOH placements and digital ads, influencer partnerships, and strategic PR initiatives with livestreaming (in partnership with YouTube). The social media first campaign kicked off with a social sweepstakes - giving fans the chance to win a ticket to attend the show. A designated landing page was created on the site to capture emails and drive traffic to the destination where fans could view the livestream and purchase after the show. From there, social took the lead on teasing the show with video content which served as cliff-hangers to build excitement. In addition to the many campaign touchpoints, we partnered with a diverse group of influencers and took to the New York streets for a photoshoot to promote the latest launch with the hashtag #SavageXFW18.

During the show, we hosted takeovers and created stories to give the audience a BTS-look at how everything went down. The post show strategy was simple - to promote the latest launch using the new creative and influencer partnerships.

The Results:

As a result of this huge team effort, we reached 1M+ Instagram followers, trended #1 on Twitter in the U.S. and #4 globally, hit 1M+ views on the YouTube video, and thousands of mentions of the #SavageXFW18 hashtag.

ShoeDazzle and NYX cosmetics joined forces to create a 360-campaign that integrated engaging social with a curated shopping experience and an IRL social activation. The goal of the partnership was to provide fans the opportunity to blend the two things they love: shoes and make-up. I was a key player in the strategy across social, CRM support, and on-site activation. I also had the pleasure of art directing the editorial content which was used on social, featured as a look book on the website, and utilized in ads.

The Strategy:

The collab was announced on Instagram with a social sweepstakes - giving fans the chance to enter to win a trip to attend the 6th Annual NYX Face Awards (sponsored by ShoeDazzle). This served as the pre-launch to the curated collection that was available for purchase on the site. The goal was to generate engagement and awareness of the partnership. Shortly after, the collection launched at ShoeDazzle.com with high-styled editorial content which was supported by a press release and an email newsletter that spiked sales by 20%.

The social activation at the Face Awards was a custom shoe experience featuring the collection. We leveraged relationships with key influencers to have them visit the activation and create content to share on their channels. We utilized an existing relationship with one of the top influencers to host a Facebook Live on the red carpet of the awards. The Facebook Live and in the moment content on stories gave fans the chance to be a part of the event and follow along every step of the way.

The Results:

The partnership generated an impressive amount of impressions and reach in addition to a 30% lift in follower growth MOM.