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Work > Brand & Campaign Launches
The Holy Grail
What I did
Led an original omnichannel campaign bringing together five diverse beauty influencers to review five product categories and each crown a winner—forming one ultimate, lasting beauty edit. Content spanned digital, social, editorial, email, and video.
The Context
This had never been done before. It required aligning multiple teams, managing contributors, navigating contract negotiations, and producing weekly editorial content—often single-handedly.
The Strategy
Created structured wireframes and content templates to streamline weekly delivery across platforms. Each influencer featured in a YouTube post, email, and live Twitter Q&A. Pull quotes were lifted from video content to create consistency and cross-channel resonance.
The Impact
Drove a 33% increase in external traffic, 10% rise in new users, and doubled contributed revenue. Campaign viewing time rose by 40%, generating £147k in revenue. Mary Greenwell’s Tom Ford lipstick saw a 96% sales spike in one week.