What’s Your Symbol Right Now?
In 2017, our marketing & creative team developed a hyper localized integrated brand awareness campaign called, “Symbol Right Now.” The campaign drove brand recognition up by 72% and generated 27% more revenue YOY. We utilized every medium to get the word out about our trendy meaning-driven lifestyle brand, from TV, OOH, a takeover at Union Station in Washington D.C., an experiental activation in NYC, paid digital ads, print magazine wrappers, logic-based quizzes with Pop Sugar & The Cut, curated Spotify playlists, and more.
Liberty Copper
In October of 2016, Alex & Ani acquired a piece of living history & a golden opportunity. With nearly a ton of original copper from the Statue of Liberty on our hands, our product design team got to work to develop something truly monumental. The Liberty Copper line comprised 24 pieces of jewelry with a piece of the Statue of Liberty’s copper molded into a flame resembling the one lighting her torch and was adorned by precious metals & pave diamonds. Knowing we had something special to announce here, our creative team got to work developing a 360 marketing campaign involving circular television & radio spots, online video, an OOH takeover in Times Square, a paid sponsorship at the Global Citizen Festival, a brand new global holiday “The Global Day of Light,” specialized packaging, a homepage takeover, interactive landing page, paid sponsored ads, organic social takeover, emails & more. The overall creative marketing execution was led by myself & another senior copywriter, a team of 4 videographers & 3 art directors.
