01 — Project details

To spotlight Double Take’s Upcycled Shirt Drop, I led a multi-channel campaign promoting a limited run of one-of-a-kind pieces remade in our in-house Upcycling Studio. The collection featured cropped button-ups, patchwork styles, and reworked classics, with 100% of proceeds supporting Yonge Street Mission community programs.

Website
Blog
Instagram

02 — Creative process

1. Strategy & Messaging: Developed a cohesive campaign narrative highlighting sustainability, creativity, and community impact.

2. Content Creation: Produced social media content (posts, reels, stories), website copy, e-blasts, blogs, and Meta ads to drive online and in-store traffic.

3. Community-Driven Storytelling: Coordinated photoshoots with influencers, staff, and volunteer models to emphasize authenticity and relatability.

4. Cross-Channel Activation: Aligned messaging across digital and physical touchpoints, including in-store signage and a pop-up showcase.

5. Audience Engagement: Created interactive content encouraging customers to shop online, visit in-store to try pieces, and share their looks on social media.

03 — Results

1. Strengthened brand positioning as a sustainability-focused, community-driven retailer, reflected in a 30% increase in follower engagement during the campaign.

2. Increased visibility through authentic influencer and volunteer content, resulting in a 45% boost in Instagram reach and a 2.5x improvement in Meta ad engagement rates.

3. Drove both online and in-store traffic, generating a 35% uplift in sales compared to the previous drop.

4. Deepened audience connection by blending purpose-driven storytelling with fashion-forward execution, leading to a 20% increase in newsletter open rates and higher repeat engagement from loyal customers.