Brochu Walker
Brochu Walker is a luxury fashion line influenced by European design with a relaxed Californian flair. Whilst their elegant knits and rich cashmere blends justified a premium price point, they were finding it tough to grow in a saturated market.
The brand was in need of a more dynamic social narrative with emotional intent in order to connect to its sophisticated target market. "Thoughtful clothes for thoughtful women" became the reshaped storyline for the brand and an overhaul of all content, social media, and influencer partnership strategies was executed.
ROLE /
CREATIVE DIRECTION
brand strategy
CONTENT production
SOCIAL MEDIA
BLOG + INFLUENCER PARTNERSHIPS
AGENCY /
UMBRELLA LOS ANGELES
A “one with nature” energy and calming elegance.
The brand was reintroduced on social media with redeveloped e-commerce assets, new lifestyle-driven social media content and nature rich seasonal campaigns. With minimalistic and abstract editing techniques, I was able to develop their existing flat e-commerce imagery to be more engaging on social. Rich and earthy landscapes paired with soft and natural poses were the focal points for both the SS18 and FW18 Campaigns to emphasize a "one with nature" energy and calming elegance. These premium assets were distributed across social, web, email, and, paid ads along with a refreshed tone of voice that spoke to the brand's reworked emotive storyline.
content role /
creative direction
writing
styling
casting
producing & Location scouting
#LifeInBW Series
Brochu Walker’s community was built with two distinctive influencer groups; minimalist designer bloggers and Californian career-driven moms. The purpose of this strategy was to produce both aspiring as well as relatable content.
By selecting specific influencers from each group, I was able to develop an editorial interview series called #LifeInBW where we featured inspiring influencers from all walks of life while wearing Brochu Walker pieces. This project entailed meeting the influencers for a photoshoot and conducting an interview that dove deep into family, career, art, style, travel, philosophy, and health.
We were able to achieve 200K+ engagements on social generated from influencer partnerships and an increase in website referral traffic of over 300% from social. Brochu Walker is well on its way to growing its e-commerce business.
overall results /
300% INCREASE OF WEB TRAFFIC GENERATED FROM SOCIAL MEDIA
75% INCREASE IN CROSS SOCIAL MEDIA GROWTH ACROSS INSTAGRAM, FACEBOOK, & PINTEREST
200K+ ENGAGEMENTS GENERATED FROM organic INFLUENCER PARTNERSHIPS within 3 months
10M+ reach generated from INFLUENCER PARTNERSHIPS within 3 months
