THE CHALLENGE
Increase app downloads and customer engagement during the critical back-to-school season. The challenge was to break through a crowded retail market with a campaign that connected emotionally with families while driving measurable digital results.
MY ROLE
As VP Brand Creative, I led the creative strategy and execution of the Best School Day Ever campaign. I partnered with marketing and digital teams to align the brand story with a high-profile celebrity collaboration, directed the campaign creative across all channels, and oversaw the design of branded activations for the live event.
THE WORK
Celebrity Partnership: Partnered with the Jonas Brothers to headline the campaign, leveraging their cultural influence with both parents and kids. The strategy was to give a deserving school the best school day ever with $100,000 prize and a concert with the Jonas Brothers.
App-Driven Engagement: Designed a campaign mechanic where families could vote for their school via The Children’s Place app, directly tying participation to app downloads.
Omnichannel Rollout: Extended the campaign across email, social, in-app messaging, and retail, ensuring consistent storytelling. Produced the event for the winning school, including an acoustic Jonas Brothers concert and branded activation stations for the families.
THE RESULTS
Surpassed expectation of app downloads during the campaign period.
Drove strong engagement through the voting process, activating families nationwide.
Generated widespread buzz through both digital and live components, creating a halo effect for The Children’s Place brand.
KEY TAKEAWAY / LEADERSHIP VALUE
This project demonstrates my ability to marry celebrity partnerships with digital-first engagement strategies to drive measurable business outcomes. It highlights my strength in integrated campaign development, experiential activation, and delivering creative that inspires both cultural relevance and customer action.
