The challenge
Women's fashion and jewelry is one of the most saturated corners of DTC. A new label without a big budget or a famous name needed a reason for people to stop, a reason to trust it, and a reason to come back.
The Strategy
Make the brand feel like a community, not a catalog. Instead of relying solely on polished ad creatives, we built a steady flow of real customer and creator content and put it to work everywhere: product pages, paid ads, email, and social.
What I Led
As co-founder, I owned the brand and everything that touched the customer. I set the creative direction and art directed campaigns, built and ran the UGC and creator program, managed paid media and email, and designed the packaging and unboxing experience. I also shaped the jewelry subscription from concept to launch.
Packaging & Unboxing Experience
Packaging designed to be opened on camera: the part of the brand people kept, posted, and remembered.
Turned packaging into a growth loop, converting shipments into Instagram follows and repeat orders
Gained approximately +8k Instagram followers from packaging insert
Achieved 38% repeat purchase rate
Paid UGC & Creator Program
I turned paid creators into our most convincing marketing, and put that content to work in every channel.
Delivered a 2.0x increase in return on ad spend within six months
Managed roster of 73 creators, creating a total of 134 assets in year one
Managed $3k monthly creator budget and $27k monthly ad spend
Organic UGC ENGINE
I built a fully organic UGC engine with zero creator spend by leveraging social media challenges, giveaways, and community incentives.
1,500+ customers and creators contributed 6,000+ assets
Remixed UGC into video ads that lifted return on video ad spend 290% in year one
Added +22k Instagram followers and +30k email subscribers