I was tasked with coming up with the concept, messaging, content and social strategy for Sweaty Betty’s first major collab with Hollywood A-Lister Halle Berry, to help the brand crack the US market. The goal? To create content that clearly communicated how our brand values aligned, positioning the actress as a relatable yet aspirational ‘Sweaty Betty’.
For drop one, I devised the narrative “The Path To Empowerment”, which focused on how Halle became the woman she is today. Working closely with our creative team, this theme was rolled out across a suite of digital content assets for our owned and shared media channels. This included a TV ad, digital editorial (copy and video), a printed lookbook and social content. I also wrote the ad script, developed the video ideas, wrote our exclusive interview with Halle, and created the organic social media plan.
The content contributed to the campaign becoming one of the most successful to date. All social targets were exceeded (including our engagement rate, which organically went up by 200%). One of our top performing social posts was also a driver to our Halle interview on site (2.2% engagement vs. 0.7% industry benchmark).