Idol was an independent brand and an exclusive collaboration to high-street giant New Look. I was part of the team that developed and managed the brand’s content strategy across all channels to drive awareness and conversion. The aim: to position Idol as the number one celebrity brand on the high street and A-list stars such as Beyonce, Lindsay Lohan, Black Eyes Peas singer Fergie and Madonna’s daughter Lourdes were all pictured in the press wearing pieces. The Idol brand generated a sales value of 4.8 million during its first 18 month period.
As the brand's lead creative copywriter I developed unique editorial for the blog and also created lively content for the brands social media channels. This included creating, planning and managing content and competitions to increase numbers, website copy, point-of-sale material, in-house brochures and press releases.
