I love, love, love social media marketing, and have been the voice behind our organic + paid channels for 4+ years. I helped create our brand's hashtag (#playislife) for user-generated content and collab with designers and strategy weekly to create the most fun, engaging posts.
We've created multiple social-only campaigns, including sweepstakes to Beaches resorts; UGC-driven "Playlists," which encourage followers to live our "play is life" mantra IRL with the help from influencers and affiliates; the Abercrombie Kind Crew, a do-good partnership with Nickelodeon; and our first-ever #playitforward dance challenge, which benefitted Nationwide Children's On Our Sleeves movement.
I believe social media is where we can really connect. with our customers. It's where they spend time as parents, and as kids (if they're allowed!), so we're able to see their shopping habits but also share relevant, "real life" moments with them.
Plus, my bosses usually let me use as many emojis as I want. ✌️
HANGING OUT WITH ABERCROMBIE is part of the company's new Abercrombie Equity Project and is a social-specific video series sharing stories & experiences from kids, parents & families in the BIPOC community. It's a mix of playful content & more values-driven conversation starters. I work closely with our social strategy and design partners as well as creative leaders to create the video content & caption.
FULL CAPTION: ✨ Hanging Out with Abercrombie is our new video series all about a kid’s play on life! We’re teaming up with our friends to create family-friendly content that helps share the positive vibes—but also focuses on important issues like race & equality, using your voice to create change & more.
First up is our friend Lola (@lolanlucy), an aspiring ballerina. Lola is sharing one of her favorite books, “Life in Motion: An Unlikely Ballerina” by Misty Copeland (@mistyonpointe).
“This book really inspires me. Misty Copeland proved that through hard work and perseverance, you can do whatever you put your mind to. There’s one quote that really resonates with me. ‘Decide what you want, declare it to the world and remember that if you’re persistent, as well as patient, you can get whatever you seek.’ I love this quote because it applies to anyone. No matter what your passion is, this book is for you!”
Stay tuned for more! Through The Abercrombie Equity Project, we’re working on projects and partnerships with kids, parents & families in the BIPOC community as we all continue to listen, learn & do better together.
A partnership with Viacom + Nickelodeon, our Kind Crew started as a feel-good content series & a way to share our "kindness" brand narrative in the social space. After the resurgence of the Black Lives Matter movement, we pivoted our plans & the episodes now lean heavily into more serious topics for kids, with the hope that this can help them have difficult conversations with their friends & family.
Above is an example of the initial launch, and then our relaunch with an episode featuring a conversation about racism & BLM, lead by motivational speaker Nyeeam Hudson. We created a content plan that supported the episode launch over the course of two or three weeks, each post featuring a quote from one of the Kind Crew members, or otherwise encouraging the audience to watch the video.