#FALLFORUS
For the Fall 2014 collection, we created a socially integrated campaign featuring over 90 editors, models, musicians, actors, and creatives shot over three days in Los Angeles and New York. I helped to scout, cast, and I interviewed and wrote profiles for all of them.
#FallForUs launched August 13th, first on Instagram, simultaneously on Aritzia.com, then on Facebook and Twitter through a strategic flood of planned and viral posts from over 150 influencers (actresses, musicians, editors and bloggers. Each highlighted the specific Aritzia piece that they “fell” for from the from the new fall collection.
We also prompted customers to share their favorites through a UGC contest, and showcased their posts on Aritzia.com, making their looks instantly shoppable.
#FallForUs drove eCommerce growth more than 91% and was covered in 25 publications, including WWD, Style.com, Nymag.com, Nylon.com, PeopleStyleWatch.com, FashionWeekDaily.com, and JustJared.com. The total circulation of these media placements was 54M, and total impressions 143M.
WHAT I DID
○ Concepting
○ Talent Scouting
○ Casting
○ Interviewing
○ Writing
