Social-first brands
Storytelling that connects with culture from day one
Some of my favourite projects as a creative strategist have involved launching digital-native brands. In an evolving online landscape, introducing a new offering is always a fascinating and multifaceted challenge that requires audience-first thinking at every level.
Approach
I have consulted with brands in different stages of early development to tailor a launch plan. Starting with a discovery phase to understand the product offering and brand vision, I then apply audience insights and social listening - analysing communities, conversations, trends, and consumer mindsets in the space. I find synergy between human motivations and product benefits to craft a compelling brand story, brought to life in a connected ecosystem that combines creative and commerce.
Role
Project dependent - creative strategy, brand positioning, production oversight. Projects may include creative direction, concept development.
Results
Pre-launch consultation and creative strategy helped new brands start strong, building meaningful audience connections that encourage discovery and action.
H Beauty
Luxury retailer Harrods wanted to introduce their first stand-alone beauty brand, H Beauty, to a new generation of shoppers. With the Harrods creative and marketing teams, I developed a social-first strategy rooted in inclusivity. Collaborating with diverse creators from the vibrant online beauty community supported authentic representation and relatable storytelling. The launch captured audience attention, resulting in increased brand awareness and surpassing forecasted sales.
Culbia
I worked with Culbia’s founders to bring to life an early-stage concept for the contemporary luxury brand. I built out a creative strategy and defined a distinctive brand position informed by audience and category insights. Leveraging Culbia’s Portuguese provenance, the launch stood out in a saturated market, inviting people to discover the culture and craft of Culbia’s Lisbon. This full-funnel activation was a rich expression of the brand story, including AR, creator collaboration, and product-focused creative.
$250
Average basket size lift
11.1pts
Increase in ad recall (above vertical average)
6.1pts
Increase in brand awareness (above vertical average)
“A brilliant social campaign that deconstructed the values of the brand into practical and relatable concepts, creating a layered and unique experience for the customer.”
CulbiaCEO & Founder