Client: Goodr Sunglasses

Role: Creative Strategist (pitch/concept work)

Timeframe: Summer 2025

Platforms: Concept only — not produced or published

The challenge: Design a full-funnel, high-engagement social campaign to drive peak seasonal sales for an active lifestyle and fashion accessories brand — building an on-brand, fun presence that would spark awareness and position Goodr as a go-to summer essential.

The strategy: Built around the product's versatility and lifestyle appeal, using humor and relatability to reach a fashion-forward, early-adopter audience (ages 25–35). Developed the campaign tagline "VERB Gooder. Get Goodr" — positioning the product as the finishing touch on any summer activity.

What I developed

• Two core video concepts: a main launch video built from lifestyle vignettes (roller skating, mini-golf, beach scenes) emphasizing style and utility, and a behind-the-scenes video using authentic product testimonials from models and staff for credibility

• Complementary static content for multi-platform amplification (grid posts and stories, 1:1 and story ratios)

• A five-day rollout plan: pre-launch teaser countdown, a multi-touchpoint launch weekend segmented by audience vertical (running, golf, general lifestyle), and a post-launch taper of behind-the-scenes content

• A reporting and optimization framework — KPIs for engagement, follower growth, and sales lift, daily performance check-ins, and a proposed SOP for future seasonal campaigns