SNOWE
SNOWE is a DTC home goods brand. To support the launch of its new blush bedding collection, I worked with the team to conceptualize and execute a socially conscious campaign centered on The Pink Tax: the 7% up-charge on ”female centric products”, commissioning ten content creators to support in generating revenue, boosting engagement and driving brand awareness.
QTY SENT: 15 / EMV: $37K / TOTAL IMPRESSIONS: 3.2M
Press: Into The Gloss / Apartment Therapy / Cosmopolitan / Architectural Digest
Role & Responsibilities:
Social Strategy, Creative Strategy, Copywriting, Influencer Marketing, Brand Partnerships and Event Production
5 years on, this campaign is one I’m most proud of because of its strong socially conscious position. To combat the pink tax (the exploitative, backwards, under-the-radar practice of brands and retailers marking up products marketed to women and girls by an average of 7%. Ex. the pink razors priced above the grey ones, the dry cleaning rates that differ for men’s versus women’s oxford), SNOWE launched its newest blush-colored bedding, listing 7% lower than its other bedding products.
Founders Steven Alan, Jen Rubio (Away), Georgina Cooley (Billie) and others rallied behind our mission as well as creators Deun Ivory, Luke Austin and Cheralee Lyle who we commissioned to produce social content. The collection and narrative received press features from Yahoo!, Bustle, Architectural Digest and Cosmopolitan.
Role: Social Media Strategy, Influencer Marketing, Content Production, Copywriting
