lucy indiGO Launch

lucy indiGO represented a new category of clothing that transcends activewear and reinvents denim.  The messaging was designed to communicate the combination of denim style and activewear performance in a modern, fashion-forward context to appeal to a new lucy customer.   Photography was stylistically differentiated to signify this was a new, modern interpretation of dressing for active women. 

lucy indigo campaign:  creative brief - Dawn Dzedzy / art direction - Grace Jehan / photographer - Dewey Nicks

online look book

The strategic focus of the integrated marketing plan was to introduce lucy indiGO to a new customer who had not shopped lucy before.  The campaign consisted of digital programs, influencer activation, blog content, video, social media, email, store windows, store signage and select wholesale partnerships – all designed to work  together to maximize new customer reach and amplify the story.

website and social content

With limited marketing resources I focused on digital to maximize exposure. With a strategic mix of native editorial, programmatic campaigns and an army of influencers.  All content was shared across owned and paid channels to increase reach.  The campaign exceeded its goal driving site traffic that was 95 – 97% new customers.  Sales for lucy indiGO exceeded plan by almost 400% for the launch period.

website, email and social content

elevated product seeding kit