Marketing Strategy, Art Direction, Tactical Execution
Lead and develop 360 marketing strategy to launch the first Song for the Mute Archive Sale. Manage cross-functional teams, project timelines and execution across all touchpoints.
I developed the creative and shoot direction to coincide with the first Archive Sale, briefing the photographer, stylist, hair, and make-up teams, and managed pre and post-production stages.
To coincide with the physical Archive Sale, we launched a digital pre-release featuring a curated selection of pieces. This launched 48 hours ahead of the physical space, allowing those unable to attend a chance to secure special archive items. All items included in the digital release sold out within 24 hours.
To increse sale awareness, I designed and executed Meta campaigns to encouage sign-ups ahead of the digital pre-release. During the sale, I created geo-targeted campaigns to reach those located in Sydney and increase foot traffic.
To support the campaign assets, we worked with creative agency 21—87 to create a suite of evergreen printed collateral such as Street Posters, Price Posters, and Stickers.
We developed a series of posters that were pasted up all over Sydney in the lead-up and during Archive 001. We concentrated on areas surrounding the sale such as Darlinghurst, Surry Hills, Wooloomooloo, King Cross, Glebe, and the Sydney CBD.
Photographer, Jamie Heath Styling, Kurt Johnson Hair, Madison Voloshin Makeup, Yasmin Goonweyn Models, Lochie and Ajier at Priscillas