Category Launches
With each new product line or lifestyle, came a fresh strategy to get the people talking. My job was to make these instances relevant in the digital world.
Event & Production Set Design
Influencer Management
Social Strategy
Community Management
Project Management
Client /
@ashleyofficial
During my time at Ashley, I successfully aided in 5 category or lifestyle launches. When new lines would drop, it was a cross team collaboration which would include all digital outlets, in-store activations, influencer activations, public events, and sweepstakes. These projects were a testament to how well teams could collaborate and execute on a tight timeline. These projects would rely heavily on a teams ability to push the right buttons at the right time and adjust in real time in order to get the best results.
Private event anyone?
When it came to launching a new lifestyle, we had to go big. It would be months of planning and coordination leading up to an exclusive influencer event. This would be one of the areas I would truly shine. I love live content capture. It makes it so much more fun when you are working with a space full of professionals that are not afraid to take risks.
Influencers
For lifestyles launches, we would create buzz on social media channels for months leading up to any major event. For this we would collaborate with 7-12 micro and macro influencers, to begin promoting product and create hype around the launches. These project involved precise planning to ensure the influencers would get the products fresh off the assembly line in order to capture the content, edit and post prior to any event or launch date.
Sweepstakes
For smaller launches, we would utilize a single mega influencer or family. We would leverage their audience and influence to promote on all digital channels. These types of launches focused on product available only at Ashleyfurniture.com, so no store activations or events were needed. To sweeten the ROI with the influencer because of their higher rate, we would create customized sweepstakes for lead generation.