A high-impact campaign relies on a clear positioning that creative teams can do something with
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Business challenge:
After years of growth, Stitch Fix was no longer reaching new customers. In order to expand its total addressable market, the business launched a new product experience: Stitch Fix Freestyle. But building a killer product doesn’t mean customers (or internal stakeholders and certainly not creative agency partners) will “get it.” They needed a clear articulation of what it is, how it’s different and why customers should care as the launching pad for product design, content and ultimately a brand marketing campaign.
My approach:
Insights: I gathered input from leaders across the org about what made this shopping experience remarkable and surfaced the insights with exec teams to create alignment.
Framework: I created the brand architecture to show how both products lived together under one brand roof. Then crafted unique positioning and messages for Freestyle and creative direction on the Freestyle visual identity systems.
UX content: I supported product design teams with a customer journey map and messages that corresponded to key junctures in onboarding and product engagement.
Creative strategy: I wrote the creative brief, including customer personas, for the brand campaign and provided oversight of the copy and design teams building campaign assets.
Email concepts and copy
Campaign creative strategy
Web design and copy
My impact on the business:
Positioning and messaging is an abstract deliverable, so it’s important to work with someone who can turn strategy into reality to engage and retain customers. At Stitch Fix I was responsible for execution of marketing and product touch points that brought Freestyle to life:
Web design and copy that increased CTRs and conversions
App design and copy that improved user onboarding and user engagement metrics
Brand marketing creative briefs for TV, OOH, print and digital that armed our creative agencies
Performance marketing briefs to develop effective digital advertising
Internal communications to guide teams around the core values of the product and their organizational roadmaps