THE CHALLENGE
Boost awareness for The Children's Place as the go-to holiday destination for matching family holiday moments.
MY ROLE
As Creative Director, I led the concept development, celebrity partnerships, and creative execution for the Iconic Holiday campaign. I ensured the work tapped into both nostalgia and modern cultural moments, leveraging global superstars to create unprecedented buzz around the brand.
THE WORK
Celebrity-Driven Nostalgia: Partnered with global icons Mariah Carey, Snoop Dogg, and boy band favorites to create a multi-part viral campaign that tapped into nostalgia, music culture, and family traditions.
Iconic Family Moments: Showcased celebrity talent in surprising, heartwarming roles with Boy Band members as dads, Snoop Dogg as a grandpa, and Mariah Carey “The Queen of Christmas” as mom.
Exclusive Collaboration: Designed a holiday dress with Mariah Carey, which sold out in just three days.
Multi-Phase Rollout: Built a three-part campaign arc, each phase releasing new talent and storylines to sustain buzz throughout the holiday season.
Omnichannel Presence: Distributed campaign content across digital, social, email, PR, in-store, and app.
THE RESULTS
Delivered over 50 billion impressions, making it one of The Children’s Place’s most visible campaigns ever.
Achieved a 27% increase in new customer acquisition during the holiday season.
Generated significant cultural and social buzz, with viral content and widespread media pickup.
Reinforced The Children’s Place as the go-to destination for iconic holiday family fashion.
3 part Iconic Video Campaign
Social
Ecommerce
The Mariah Carey Dress collaboration that sold out in 3 days!
KEY TAKEAWAY / LEADERSHIP VALUE
This campaign showcases my ability to leverage celebrity partnerships, cultural nostalgia, and emotional storytelling to drive both awareness and customer growth. It demonstrates my strength in orchestrating multi-phase, celebrity-led campaigns that not only capture attention but also deliver measurable business results.
