VANS SHOES
Editorials
Influencer Home Tours: Vans Girls
With a readership of 1 million, I launched a monthly content series called "Personal Space," which offered Vans readers an exclusive glimpse into the closets and apartments of their favorite bloggers, influencers, and musical artists. Each piece showcased the captivating aspects of these individuals' home lives and was complemented by a concise writeup. From conceptualization to production, I touched all points of this content series.
Role:
• Campaign Strategy
• Influencer Marketing
•Production
•Copywriting
Influencer Partnerships
I facilitated several cross-promotional opportunities beyond traditional PR channels utilizing my relationships with diverse photographers, creators, fashion influencers and personalities to develop original content for the brand’s social channels. The strategy was to broaden Vans' reach beyond their owned channels, and position the brand as not only the leader of skate shoes, but also a fashion-forward entity that catered to a wide net of subcultures. I took charge of the entire creative process from conceptualizing, to it’s execution.
Role:
•Content Strategy
•Influencer Marketing
•Creative Direction
•Production
•Copywriting
Music Artist Features
During my five years at Vans, I had the privilege of immersing myself in the vibrant local music scene, attending major festivals like Burgerama, FYF, and SXSW. These experiences provided me with valuable opportunities to connect with bands and influencers, facilitating engaging interviews and securing additional content for Vans channels long-term.
Drawing upon my extensive network of Los Angeles photographers and my innate ability to conceptualize, produce, and craft compelling content, I orchestrated a memorable interviews with artists like Best Coast, Joey Purp, Shannon & The Clams, and more . These projects showcased my knack for seamlessly blending my passion for music with strategic execution and creative writing.
Moreover, I was entrusted with the pivotal task of enhancing the House of Vans concert series through captivating content creation and copywriting. Since the summer of 2017, I was actively involved in interviewing a diverse array of artists and rappers, leveraging these interactions to enrich the House of Vans Blog and deepen audience engagement with each event.
Role:
•Content Creation
•Artist Marketing
•Copywriting
Style Guides
From styling to prop design, my background in fashion has provided me with a unique superpower to excel in developing compelling content to support go-to-market and PR initiatives. This experience has provided me with a versatile skill set and a deep understanding of aesthetics, and industry knowledge that has enabled me to create impactful content that resonates with audiences and effectively communicates brand messages. I developed and executed various content for Vans to support evergreen product, and go-to-marketing product launches.
Role:
•Creative Direction
•Production
•Execution
Content Series: Babes Ride Out
As someone deeply passionate about motorcycles and committed to uplifting women in male-dominated spaces, I eagerly embarked on creating and producing a content series for the all-women's moto collective, Babes Ride Out. Viewing this endeavor as more than just content creation, I saw it as an opportunity to introduce our followers to the vibrant Babes Ride Out community, amplifying the voices of women riders, and encouraging women in Vans’ community to get outside of their comfort zones and ride.
In this content series, I went beyond surface-level coverage, engaging in insightful interviews not only with the founders of Babes Ride Out, but also the remarkable women in the community. By showcasing their stories and perspectives, I aimed to shed light on the growing female riding community and inspire others to join the movement.
Role:
•Campaign Strategy
•Influencer Marketing
•Production
•Copywriting
Music Crushes: Local Leaders
While interviews were a success of mine with Vans, I looked for different ways to highlight influential women on their social channels such as personalized playlists, 'What's In Your Bag' features, and style guides. For Melissa of The Aquadolls, I conceptualized and produced a feature that consisted of her summer playlist, and a quick interview about her band. Singer, Samira Winter took us to one of her favorite record shops, and chatted with me about her music.
Role:
•Campaign Strategy
•Influencer Marketing
•Production
•Copywriting
Who’s That Vans Girl? UGC Campaign
Collaborating closely with a team of three, I spearheaded the introduction of a highly successful User-Generated Content (UGC) initiative for the Vans Girls channels. Our initiative, "Who's That Vans Girl?" celebrated the diverse spectrum of women who embodied the Vans brand ethos in their unique ways, from influencers boasting over 100K followers to everyday enthusiasts.
This initiative not only highlighted the extraordinary endeavors of these women but also played a pivotal role in driving the Vans Girls channels to reach a milestone of 1 million Instagram followers. Recognizing the growing significance of UGC in modern brand engagement, I formulated a comprehensive Social Strategy centered around this concept. By leveraging the authentic voices of our community, we ensured that the brand remained relevant and resonant in an ever-evolving landscape where peer influence reigns supreme.
Role:
•Social Strategy
•UGC Marketing
•Content Curation
Social Content Planning & Copywriting
As a key player within the social media team at Vans, I played a pivotal role in shaping the brand's online presence and engaging with its vast audience. Collaborating closely with the Social Media Lead, I contributed to the strategic planning of overall brand content calendars, ensuring alignment with Vans' overarching goals and objectives. Additionally, I took charge of developing unique social content and campaigns that resonated with our diverse community.
With a combined audience of 17 million followers across various social media platforms, I curated compelling content and wrote copy that captured the essence of the Vans brand. From conceptualizing and planning content to its execution, I oversaw the entire process to ensure consistency and authenticity across all channels.
Moreover, my responsibilities extended to writing copy for large-scale brand initiatives and got-to-market campaigns, where I crafted messaging that effectively communicated Vans' brand values and connected with our audience on a deeper level.
Below, you'll find examples of the impactful copy I authored, showcasing my ability to craft engaging narratives that amplified Vans' brand identity and resonated with our loyal fanbase.
