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Call It Spring x ME to WE
Project Type
Brand Partnership Management
Date
2017-2018
Key Responsibilities
Brand Strategy
Content Creation
In-store Signage
Web Assets
Social Ads
Retail Training Tools
Packaging Design
Project Management
Partnership Management
In my role as Marketing Manager for Call It Spring, I was responsible for managing partner relationships and building creative strategies to develop new ways to tell brand stories and activations. Aligning with our Gen Z customer, we chose to partner with ME to WE to offer products with purpose.
My first campaign with ME to WE was in partnership with celebrity activists Jordan Fisher and Bailee Madison. We created accessories sold exclusively at Call It Spring that funded pillars of the ME to WE communities such as Water and Education. As part of this campaign, I travelled to Kenya with Jordan to visit these communities and create meaningful content to tell their stories. In addition to all in-store and digital marketing assets, I oversaw the final packaging design and retail training programs for this campaign.
My final project with ME to WE was developing a 3-year plan in which Call It Spring would support the build of 10 classrooms in communities across the Masai Mara. We organized a trip where 5 influential women (a singer, actress, dancer, activist, and journalist) visited Kenya to learn more about the communities and lead workshops with school girls in their respective fields. During this trip, we also broke ground on our first classroom. I oversaw all brand communications, photography and videography on-site, and final deliverables for in-store and digital marketing efforts.