Alibaba.com, a B2B e-commerce giant, was looking to grow brand awareness in the crucial US market, particularly among Gen Z entrepreneurs. I lead the launch of their TikTok account, tapping the platform's immense popularity with Gen Z, including aspiring and established young entrepreneurs.

The influencer and paid media-based launch campaign achieved explosive growth, amassing over 1 million followers in just four months, and ignited brand awareness within this key demographic.

In the booming direct-to-consumer fashion market, where basic essentials reign supreme, Bill Blass, a brand known for its sophisticated style, needed to differentiate itself. While basics are a popular consumer choice, they often carry negative connotations – associated with being bland and lacking in individuality.

The "Beyond Basic" campaign. This initiative aimed to reposition Bill Blass within the direct-to-consumer landscape, highlighting its commitment to offering fashion that is anything but basic.

I worked with COS, which doesn’t use traditional forms of advertising, to concept and execute a campaign to coincide with their launch in the US market.

The Details campaign lasted across 12 months of partnership, in which we invited like-minded collaborators and creatives to amplify our message from NYC to LA. A global expansion into Seoul, Toronto, and other cities became testaments to the platform's versatility and global potential.

The acquisition campaign beat expectations, exceeding the target by a remarkable 54%. This momentum continued, with a strong initial adoption rate – a full 10% of new subscribers purchasing on the very first day.