Society6
- Responsibilities:
- Content Strategy, Social, Marketing, Creative Direction, Creative Project Management
- Client:
- Society6
- Mediums:
- Video, Photo, Digital Media, Physical Media
Bougie On A Budget
I concepted “Bougie On A Budget” as a five-part short-form video series designed to promote Society6 products during the back-to-school season. As Instagram’s short-form video format was still emerging, I used the series to test different creative approaches and identify what resonated with our audience. The series generated 1M+ combined views across five episodes and became a foundation for developing additional recurring content series, including “The Art of Hosting.”
Direct Mail
Direct mail was a core marketing channel across Society6’s seasonal campaigns, with 3–6 pieces produced annually. I oversaw each project from initial concept through print production, collaborating closely with the merchandising and graphic design teams to develop physical marketing that brought the brand and its artist community into the hands of customers.
Email Marketing
Working alongside the CMO, I used historical performance data and seasonal trends to shape Society6’s promotional calendar and email strategy. I developed content concepts and managed the photoshoots needed to create photography and video for email and social.
I also pushed the email program beyond traditional promotional messaging, introducing more content-driven storytelling that highlighted artists, products, and the Society6 community. This approach generated positive feedback from the artist community while also supporting sales.
Back to School
Back-to-school was a major moment in Society6’s annual marketing calendar, and I used the campaign to shift the strategy toward more social-first, community-driven content. I developed a Pinterest sweepstakes and introduced more behind-the-scenes storytelling across social, giving audiences a closer look at the people and creative process behind the products.
The campaign became one of Society6’s best-performing back-to-school seasons, while also allowing us to spotlight more independent artists across social, digital, and physical marketing than ever before.
