TRUNK CLUB: Core brands campaign
CAMPAIGN STRATEGY, CREATIVE DIRECTION, COPY, & STYLING
Women’s styling service Trunk Club needed to position itself as both a high-end “box” option and trusted partner to gain market share against mid-range competitors. As the creative and content lead, I developed and oversaw seasonal campaign strategies that leveraged Trunk Club’s key values to drive the brand promise home through resonant storytelling—and elevate Trunk Club as the premium styling service.
Based on consumer insights, we discovered our premium price point could be a barrier to entry causing us to lose both leads and repeats. To counteract this, my team was asked to create a campaign to help justify the price. The result was our “Core Brands Campaign”, where we positioned premium brands as our top six. Instead of talking price, we focused on value via quality—from fit to fabrication to long-lasting style—to reinforce the long-term return on investing in a premium wardrobe upfront. Shot in studio with minimal propping, we allowed the focus to remain on the clothing so quality came through from VO to visuals.
I drove the campaign concept, strategy, and messaging, and partnered on creative direction and styling.
During my tenure at Trunk Club, the women’s brand experienced a 64% business growth, over $6M in average monthly sales, 250,000 new leads, and 65,000 new members.
CAMPAIGN HERO VIDEO
INDIVIDUAL BRAND VIDEOS
PHOTOGRAPHY
