Schwarzkopf Professional.

B2B social strategy utilising local and national content. Responsible for graphic content creation, editing shoots, scheduling posts and community engagement.

ghd professional.

B2B account for ghd professional artists. Scheduling and posting grid content, capturing content backstage at LFW, creating graphics for live events.

Indola.

B2B professional hairdressing content. Scheduling posts, posting to Instagram stories, community engagement.

Schwarzkopf Professional Elite Salons.

Creating content plans aimed at the Schwarzkopf Professional Elite hairstylist audience, scheduling posts for account manager to publish.

Brand Awareness.

Planned and developed a street style campaign to capture real-life ‘hair inspo’ content whilst spreading the word about the brand and introducing product range to the public.

Content Creation.

Developed social media visuals and copy to compliment brand’s chatty tone of voice.

LOVE. Social Concepts.

Developed new social concepts and content for Instagram in line with existing agency tone of voice and visual identity.

LOVE. Zine.

Reflective content written for the weekly LOVE. ZINE feature to be shared on site and social feeds.

Omnichannel Strategy.

Linking all campaign content across Boots’ digital touch points by providing product nominations and onward journeys for assets.

Mobile first approach.

Ensuring that customer journeys are quick to navigate, converting sessions into sales in as few clicks as possible.

Product launches.

Supporting on key launches to deliver first-class product set up with optimised content and SEO boosting visibility.

Optimisation.

Boosting the Boots brand by influencing key search terms with reactively briefed content.

The consumer.

The Lazy Shopper - Students and creatives on a budget, hunting for a bargain. They have a magpie eye for labels and and logos; retro sportswear is their uniform. The lazy shopper is unsure how conscious consumption fits with their online persona. They need a quick fix - NOW!

The Insights.

For Gen Z, second-hand culture is about being cost effective and convenient, not the ethical sentiment.

There is a rise in more conscious consumers but there is still limited awareness.

So what?

Educate Gen Z about conscious consumption through online retail spaces with a personal delivery.

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A Special Delivery.

Bridging the gap between the online Depop community and reality, a personal printed delivery continues the conscious conversation away from screens.

It’s what on the inside that counts.

Depop Zine Issue 1 features interviews with key Depop influencers and conscious consumption tips for a hyper-creative generation.

Collect & Keep.

The zine folds out into an A1 collectible poster, encouraging the Depop community to keep and treasure rather than add to our throwaway society.

Research Insights.

Taking a deep dive into Generation Z, we found that they are concerned for their future due to financial and social pressures. However, they are highly creative and want to break workplace boundaries.

The Consumer.

- Strong entrepreneurial spirit but success isn’t driven by financial gain, rather self-fulfilment.

- Desire to travel, explore and experiment.

- Have re-written working ideals, replacing corporate aspiration with a greater focus on job security and home-life.

The Young Dreamer.

After emerging from full time education, members of this consumer group feel lost and unsure of their place in the world.

In an attempt to navigate the world of work, the Young Dreamer will seek reassurance from brands they admire.

How can Levi’s give the Gen Z Workforce a voice & visability?

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Let’s set the mood.

The Outcomes.

The Levi’s Challenge - The Action

The Levi’s Workforce - The Feeling

The Levi’s Challenge

The aim: To encourage the entrepreneurial spirit of Gen Z with a national competition held in universities across the UK.

How does it work? Turn £10 into as much money as possible in two days.

The Prize: Support for personal workspaces from Levi’s as well as a spotlight feature on the brands Youtube channel to promote success as independent workers.

What’s in it for Levi’s? Continuing the workwear heritage of the brand whilst future proofing by engaging a new, younger consumer.

The Levi’s Workforce: Meet Gen Z Series

A YouTube mini series aiming to provide a platform for Gen Z to make their mark as workers and for Levi’s to elevate these voices.

Episodes feature interviews with members of Gen Z who have been brave and ambitious with their work, promoting their creativity and position as young creatives.

Promotional Plan.

An integrated marketing plan launches the campaign, covering a range of digital and physical Gen Z touch-points such as Snapchat ads, street posters and in store marketing.

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Brief #1

‘Make a digital college using objects in your home’.

Brief #2

‘Create a fun illustration showing a fun activity you can do by yourself.’

Brief #3

‘Design a planet saving piece of junk mail.’

Brief #4.

‘Create an image inspired by a scene/moment from your favourite movie or tv show.’

Brief #5.

‘Create an illustration of an unfortunate event in everyday life. But make it funny.’