The brief
Client
- Cole Haan
Work & Expertise
- Strategy Development
- Media Planning & Buying
- Content & Media Partnerships
- Content Production
Role & Company
- Associate Account Director // Media & Content
Giant Spoon // New York
Cole Haan set out to redefine its brand narrative with its first female-focused campaign in years, moving away from the typical fashion industry focus on surface-level beauty. The goal was to connect with confident, ambitious millennial women and their slightly older counterparts by highlighting the substance behind the style. By celebrating women’s unique journeys, whether through passion projects or pivotal moments, Cole Haan aimed to build a deeper emotional connection with its audience. To achieve this, the brand partnered with non-fashion entities to engage in cultural conversations that felt authentic and meaningful, positioning itself in unexpected places during New York Fashion Week. The campaign’s objective was to inspire women to see Cole Haan as a brand that supports their extraordinary paths, encouraging them to become full-price consumers of their new fall collection.
Cole Haan Wants to Inspire Women to Be Extraordinary With Aspirational Yet ‘Attainable’ Campaign – Adweek
We celebrated all women leading lives of purpose.
Joined forces with the digital authority in Millennial lifestyle and fashion, Refinery29, to feature female successes in business through branded editorial and influencer programming. See the content partnership on Refinery29
The work
To bring this vision to life, our team developed a multi-faceted campaign strategy that went beyond traditional fashion marketing. A hero brand film featuring Karli Kloss and Christy Turlington was digitally distributed, supported by out-of-home (OOH) advertising and media partnership extensions, reinforcing the message that “Extraordinary” is a personal journey. I played a key role in ensuring the seamless execution of the campaign across multiple channels and touchpoints, coordinating efforts from strategy and creative to media, production, and experiential.
I supported the media team by overseeing the media buy, navigating ad operations, and managing programmatic campaigns to ensure maximum reach and engagement. Additionally, I helped manage the client at key moments, such as the Refinery29 photoshoot, to ensure that all elements aligned with our strategic objectives and effectively communicated the “Extraordinaries” narrative.
The campaign focused on creating spaces and fostering partnerships that highlighted Cole Haan’s commitment to supporting extraordinary women. We collaborated with WNYC’s Werk It Festival to support female podcast leaders, aligned with top female-led podcasts to amplify our reach, and partnered with Lenny Letter to join a digital sisterhood of influential women. Additionally, we tapped into a highly engaged lifestyle community through Furthermore and celebrated women leading purposeful lives with Refinery29. These efforts, combined with strategic placements in cultural hubs, helped build a strong brand presence and deepen connections with our target audience.
Through these initiatives, I was integral in shaping the experiential aspects of the campaign, including designing personalized activations like live podcast cover illustrations to empower female podcasters, that enhanced our events and helped Cole Haan stand out during New York Fashion Week. By managing relationships with media partners and overseeing key components, I contributed to driving significant brand awareness and engagement, positioning Cole Haan as a champion of extraordinary women and their stories.
