Omnichannel Ad Campaigns + LA Pop-Up

Created as the world’s first fully inclusive bra and underwear company, Evelyn & Bobbie aims to provide solutions to women of all sizes and skin tones. As the Interim Chief Marketing Officer, I set the strategy, then oversaw both the internal team and agency partners as we reached then exceeded our KPIs and sales goals.

Services Provided | Full-Time CMO Services, Including: Omnichannel Campaign + Product Launch Strategy, Year-Round Digital + Social Strategy, Campaign Ideation + Development, Daily Team + Partner Management, Reporting + Analytics, Ad + Social Content Creation/Direction/Production, Experiential Ideation + Execution, Pop-Up Strategy + Rollout

Inclusive Omnichannel Ad Campaigns

Awash in photoshopped bodies, the apparel industry was anything but inclusive, with limited sizing and a pathetic array of “skin tone” color-way options. With an strong POV against the status quo, I worked with the CEO of Evelyn & Bobbie to relaunch ads, shooting new content that focused on platform and algorithmic specific best practices to propel Evelyn & Bobbie to a new level of brand awareness. From robust digital ad campaigns to a website overhaul, in person experiential and pop-up shops, to print ads in Vogue and far reaching PR placements, we drove unseen levels of awareness and sales while simultaneously lowering customer acquisition costs (CAC).

Experiential Pop-Ups

From pop-ups in Portland, San Fransisco and New York City to a multi-month experiential along LA’s famous Abbot Kinney, we created KPI- specific in-person activations to reach core audiences. Standing out on Abbot Kinney isn’t easy, so we worked with agency-partner R\West to capture attention along the famous shopping boulevard. Showcasing the boldness of the brand, we invited fans inside where they could view our point of view on body positivity. A “museum of boobs”, product displays, photo walls and lounge awaited fans, who quickly fell in love with the brand and it’s products. An incredible amount of digital amplification and publicity grew from these in-person activations.

Influencer Campaigns

In-person experiences need strong digital extensions to reach the best ROI, so we leveraged our pop-up and experiential spaces to hold influencer and ambassador activations. Tens of millions of customers learned about Evelyn & Bobbie’s from their most trusted sources — the influencers and content creators they interact with on a daily basis — leading to boosts in sales and driving down overall customer acquisition cost.

This work was done while I was the acting CMO at Evelyn & Bobbie, and included working closely with R/West, an incredible ad agency in Portland, Oregon, as well as an amazing internal marketing team at Evelyn & Bobbie, which I managed during my time as Interim CMO.

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