Mayfair x Kin
brand
The Mayfair Group
project
Email, SMS, E-Comm
year
2023
Objective
To increase brand awareness and drive customer acquisition among a millennial target audience by partnering with Bella Hadid's non-alcoholic drinks and spirits brand, Kin Euphorics.
The limited-edition sweatshirt drop was designed to align both brands with a shared vision of wellness and elevated living.
Contribution
1. Campaign planning and strategic direction
2. Developed a partnership deck to outline campaign objectives and vision, and presented it to Kin Euphorics
3. Executed copywriting for campaign assets
4. Oversaw creative review and approval process
5. Developed and executed Email and SMS campaign strategies
6. Monitored and reported on campaign performance, including e-commerce metrics and customer engagement across digital marketing channels
Creative Process
1. Concept Development: The limited-edition sweatshirt collaboration was inspired by Bella Hadid’s admiration for the brand and the opportunity to merge lifestyle, fashion, and wellness. The Angels On Speed Dial crewneck was designed to remind people of their power to spread light through simple acts of kindness, like offering compliments and paying it forward.
2. Collaboration: Worked closely with the Kin Euphorics team and The Mayfair Group to ensure the creative vision aligned seamlessly across both brands and their respective marketing channels.
3. Asset Creation: Developed a range of assets, including product photos, social media content, email and SMS campaigns, landing pages, and an early access sign-up page. Wrote all copy and reviewed and approved materials to ensure alignment with the brand’s voice and the campaign’s message.
4. Finalization: Coordinated the final campaign materials, ensuring consistency and on-time deployment across all channels.
Results
The Angels On Speed Dial collaboration successfully expanded audience reach, particularly within Gen-Z and Millennial markets, through strategic brand and influencer partnerships.
Conclusion
By developing and executing the marketing strategy for the Mayfair x Kin Euphorics product collaboration with Bella Hadid, the campaign drove increased engagement across social media channels, amplified brand visibility, and fostered a strong connection with new and existing audiences.
