CONTENT STRATEGIST
& COPYWRITER
COMMUNICATIONS LEAD
& PR WRITER
DIGITAL STORYTELLER
& PRODUCER
PLAY OUT APPAREL
Role:
Senior Communications Lead
Play Out Apparel, a gender-equal underwear and athleisure startup, needed a content solution to concisely guide their users through the concept of gender-equal shopping. They also needed messaging that addressed their role as a safe space for their models, influencers, and users who are predominantly members of the LGBTQAI+ community.
I was brought on to lead a complete brand messaging and website content overhaul, including all Shopify navigation, in preparation for a massive Pride product launch.
While at Play Out, I also created A to Z social media, crafted PR communication, and ideated, redesigned, and wrote all newsletter content.
Wrote and produced all content for Instagram and Twitter. Our main goals, through organic marketing, were to amplify brand awareness, create consistent messaging on being a safe space for gender non-conforming individuals, and increase attendance of Instagram Live influencer events.
To help get the word out for digital events, I transcribed brand ambassador interviews and created a quote series of branded visual assets. With goals of expanding our social reach, I developed a best practices guide on how to translate Instagram content to Tik Tok and create branded content on YouTube. Our social media following increased by 23% within my first 3 months on the team.
SOCIAL MEDIA
WEBSITE SAMPLES
We needed to develop strong narrative content and concise navigation copy that assisted users through a gender-equal shopping experience. Reviewing the apparel categories set up by our Chief Design Officer, I created thematic stories based off the vibe of each clothing line. These narratives (One World. Journey. Play) served as the creative language for all visual assets. Additionally, I assisted our CDO in naming over 40 apparel SKUs and created an end-to-end editorial guide for our media partners which included writing all ad and promotional copy. Utilizing the chosen visual assets by our CDO, I created all copy, graphics, and content based off those themes for the new Pride launch website.
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Our goal was to increase open rates and sales by rebranding the newsletter with compelling content with clear calls to actions. I ideated, redesigned, and wrote all newsletter content, originating multiple new content series. This included mining rich and largely unknown fun facts from queer history and introducing our apparel drops via stories and in-depth Q&As. The newsletter overhaul increased opens by 23%, and monthly sales by 17% over 3 months.
NEWSLETTER SAMPLE
PR
Crafted CEO’s media statements and press quotes, and executed on script writing for video fundraising pitches to investors and VCs. Messaging resulted in coverage and direct quotes in the New York Times and Forbes, among others.
