DIGITAL CAMPAIGNS

ATWYLD X BELL HELMETS

Empowering Women in Motorcycling

As the strategy lead, I spearheaded the digital launch of the Atwyld x Bell Helmets Moto-10 Spherical. Recognizing the need for authentic representation in the women's motorcycle market, I led the charge in showcasing the helmet's efficacy in gnarly, authentic settings, placing it firmly in the hands of passionate female riders navigating the trails. It was all about positioning women as hardcore enthusiasts, and not just someone sitting on the sidelines, as many competitors have positioned women in the past.

In an industry dominated by a male-centric perspective, our campaign shattered stereotypes and resonated deeply with audiences, garnering an impressive 500K impressions and 20K engagements. This campaign not only garnered incredibly positive sentiment in the social media, but it yielded tangible results as the top selling helmet within the month of December 2023. Some great feedback came from the community, shouting Bell out as one of the “best brands to represent women riders across the industry”.

This success showcases not only the demand for protective women’s gear without "Pinking it and Shrinking it”, but also the power of authentic representation in marketing.

Role:

• Campaign Strategy

• Email Marketing

• Social Media Copywriting

  • Digital Campaign Strategy, Planning & Execution

  • Email Direction and Copywriting

  • Social Content Strategy & Copywriting

  • Social Content Strategy & Copywriting

  • Social Strategy: Stories That Engage & Convert

  • Community-Approved Strategies

International Women’s Month

Meet the #WomenWhoSendIt

As the lead for the Women Who Send It campaign celebrating International Women's Month, I spearheaded a social movement spotlighting the remarkable women within our community who embody the spirit of "Blood, Sweat, and Beers". From athletes to brand supporters, we celebrated their fearless approach to two wheels, rallying behind the #WomenWhoSendIt hashtag.

Our goal was clear: to not only solidify our position as a leader in premium helmets, but also champion behind the diverse voices of women within the community. With the hashtag still relatively niche, we seized the opportunity to make it our own, generating content that celebrated the badass women of our community on a global scale.

The Concept: We launched a social-first initiative throughout March, Women Who Send It, featuring micro interviews with athletes and ambassadors across biking and moto. These interviews delved into their sport, their journey into it, and how they're inspiring the next generation of women who send it.

The Impact: The response from our audience was overwhelmingly positive. Not only did we grow our women's audience by 5% that month, but we also received enthusiastic feedback from fans thrilled to see a motorcycle brand championing behind women in the sport without objectifying them. This campaign not only amplified our brand's message of inclusivity and empowerment but also solidified our commitment to uplifting women riders worldwide. Representation matters.

Role:

• Campaign Strategy

• Email Marketing

• Social Media Copywriting

• Influencer Marketing

• UGC Social Campaign

• Copywriting

  • Campaign Strategy, Development & Execution

  • Campaign Strategy, Development & Execution

  • Email Direction & Copy

  • Social Content Planing & Copywriting

  • Social Content Planing & Copywriting

STEVE MCQUEEN X BELL HELMETS

Holistic Go-To-Market Campaign

Leading the digital marketing strategy for the Steve McQueen x Bell Helmets Custom 500 collaboration, I orchestrated a multifaceted approach that encompassed email campaigns, digital advertising, and organic social media initiatives. This collaboration, featuring the Custom 500 Six Day McQueen helmet, commemorated McQueen's iconic role in the 1964 International Six Days Trial.

Leveraging Bell's esteemed status within the vintage moto community and McQueen's enduring legacy, I crafted a holistic digital strategy designed to ignite excitement among grassroots race enthusiasts and lifelong Bell aficionados, propelling the helmet to become one of our top sellers in 2023.

Centered around historical anecdotes and shareable Reels evoking McQueen's timeless "king-of-cool" style, our campaign struck a chord with riders of all generations, tapping into a collective sense of nostalgia. The results were remarkable, with our social campaign achieving an organic reach of 1.4 million, garnering 1.3 million video views, 27K engagements, and 4K shares and saves.

Our Instagram announcement Reel emerged as the third most viewed video on the platform in the past two years, accumulating 1.3 million views within the first month of its release. Furthermore, it secured its place as the third most saved content, with 484 saves, further cementing the enduring appeal of the Steve McQueen x Bell Helmets collaboration.

Role:

• Digital Campaign Strategy

• Email Marketing

• Social Media Strategy

• Copywriting

• Paid Media

  • Email Direction & Copy

  • Social Content Strategy & Copy

  • Social Content Strategy & Copy

  • Social Content Strategy & Copy

  • Digital Campaign Strategy, Planning & Execution

  • Media Placement: DiCE Magazine