After CHRISHABANA’s success collaborating with an impressive roster of larger fashion brands, their sights were now set on strengthening their influencer marketing efforts. An eyewear partnership with California based GLVSS provided a perfect opportunity for CHRISHABANA to join forces with model, creative, and longtime friend to the brand Jazzelle Zanaughtti, more popularly known as Ugly Worldwide. Combining the trio’s collective goals for excellent sales performance, community engagement & increased media attention, I crafted a promotional strategy that invited followers on a thrilling digital voyage. The onset of the COVID-19 pandemic challenged the team and I to evolve this narrative into a bigger discussion on our relationship with the digital landscape.
Campaign
Jazzelle has amassed a loyal following of fans and spectators with her unpredictable outfits, punk attitude, and love for the new and unusual. To channel this aesthetic I assembled a team of rising New York based talent to take viewers on a trip around the globe to four vibrantly digitized locations. With a moniker like “Ugly Worldwide”, it was only fitting!
The campaign generated over 100,000 impressions for CHRISHABANA social platforms alone, increasing sales on our website by 136% and sales conversion by 30%.
Social Media
I strategized an Instagram rollout for the collection fueled by the disconnection the world faced during social isolation. A set of four AR Filters plugged followers into our campaign’s digital landscapes and allowed them to virtually try on the sunglasses. CHRISHABANA’s eponymous designer and Jazzelle celebrated the release day with an Instagram Live chat where they were able to answer followers’ questions. Following the drop, Jazzelle hosted a giveaway and selected a few lucky winners to receive their own free pairs.
VIP GIFTING/PLACEMENT
To drum up excitement for the launch, I coordinated gifting packages to friends of Jazzelle and CHRISHABANA such as Erykah Badu, stylist/DJ Sita Abellan, and singing duo Chloe & Halle. I also secured editorial placement in publications such as Paper Magazine and Hypebeast.
