CASE STUDY
LoveShackFancy
A digital site experience in collaboration with Elva for a future LoveShackFancy partnership in the making.
Introducing the Problem
New program initiative. New creative leadership. New brand collaboration.
Challenges
Creative requested zero copy, so visuals could shine.
DTC and marketing needed copy for distribution.
Goals
Find that delicate balance between multiple visual directives.
Create digital experience that resonates with Stanley 1913 and LoveShackFancy audiences.
Content Strategy
Solution
Once content gaps were addressed, I pitched a Bridgerton-inspired bridal invitation as a fitting romance genre with pop-culture relevance and aesthetic appeal.
Since I managed copy across all channels, I could see the invitation (as a strategy) being a format we could use throughout different launch phases, especially with direct response emails.
I drafted the copy to map keywords presented to creative: heirloom, opulence and romance. Product color names were chosen by product team.
Because newness was a central theme for this campaign launch, there were a few gaps to address.
DTC and our design agency reached out to request urgent copy, detailing the prints just before the site went live.
Since I’d delivered product copy for this collection, I drafted, edited and delivered captions before the deadline.
Results
The collection sold out in minutes (TBD need to confirm metrics).
The invitation strategy became a standard in the Stanley 1913 x LoveShackFancy partnership and was leveraged by PR, CX and the LSF brand for summer and holiday campaigns.
