Full-Service, Solo-Led: How I Grew Esmée London Beyond ASOS.
I led Esmée London’s full social and brand strategy during a pivotal year of growth, managing everything from daily content and influencer campaigns to paid ads, photoshoots, and creative direction.
Services included:
- Social Media Management
- Content Creation
- Photoshoots
Case Study : Esmée London
Objective:
To transition from being an ASOS bestseller to a standalone, recognizable brand, with a brand new visual identity, strong social presence, and international reach.
Approach:
Social Media Management & Content Creation
We started completely from scratch, building a brand-new visual identity and tone of voice for Esmée London. I managed every aspect of their organic content, from strategy and caption writing to post design and scheduling, ensuring consistency across platforms and alignment with their newly elevated brand direction.
Photoshoots
I planned and directed both e-commerce and lifestyle photoshoots, from catalogue imagery for their website to aspirational content for social media. This included sourcing models and photographers, developing detailed vision boards, and providing full creative direction on shoot days. We produced elevated, on-brand content in a variety of settings, including beach location shoots to capture the essence of their summer collections.
Influencer Marketing
I built and executed a large-scale influencer program, including gifting to 100 influencers globally (UK, US, AUS), as well as managing paid partnerships with larger influencers to amplify brand awareness and drive engagement.
Paid Social Advertising
I led the creative and strategy behind their paid social campaigns, handling copy, creative direction, targeting, and optimization to grow traffic and conversions.
London Underground
As part of their brand elevation, I was creative director for Esmée London's,
London Underground campaign a major visibility moment with ads featured across the entire network, positioning Esmée as more than just an ASOS label.
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- Influencer Marketing
- Paid Social Ads.
Esmée London
From 500 to over 7,200+ organically within 6 months
Reach increased by 820% following the influencer campaign launch
Consistent 4.3% average, well above fashion industry benchmark
Paid ads led to a 3.6x ROAS in the first campaign cycle
Building Gini London’s Digital Identity From the Ground Up
Gini London is an independent fashion brand that started by supplying clothing for retailers like Boohoo and New Look. They approached me with the goal of stepping out from behind the scenes and establishing themselves as a standalone brand in the digital space.
Services included:
- Social Media Management
- Content Creation
- Photoshoots
Case Study : Gini London
Objective:
Gini London came to me with almost no social media presence, no clear identity, strategy, or history of influencer or ad activity. Their feed relied on basic studio shots and lacked engagement. The goal was to build a recognisable brand identity, grow their audience organically, and reach new customers through strategic content, influencer partnerships, and paid ads.
Approach:
Social Media Management
I took over full management of their socials, developing a strategy, writing all captions, curating the feed, and creating a consistent brand voice that aligned with their vision.
Photoshoots
To bring the brand to life, I planned and directed multiple street-style photoshoots across London. I handled everything, choosing diverse models, photographers, locations, and overall visual direction. These shoots transformed their content from static product shots to lifestyle-led storytelling.
Influencer Marketing
We launched a gifted influencer campaign focused on Reels, partnering with micro-influencers who matched the brand’s target audience. This campaign massively boosted exposure and engagement.
Paid Social Advertising
I launched and optimised targeted ad campaigns on Meta platforms. The paid ads drove new traffic to their site, increased “add to cart” activity, and supported the growth of their organic following.
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- Influencer Marketing
- Paid Social Ads.
Gini London
7,200
Follower
Growth
820%
Social
Reach
4.3%
Engagement Rate
3.6x
ROAS
Building a Niche Community of Women Living With Diabetes Before Launch
Growing Mude's waiting list from 200 to 1,700 in two months through community-led social, influencer gifting and paid ads.
Services included:
- Social Media Management
- Paid Social Advertisement
- Influencer Marketing
- Content Creation
- Photoshoots.
Case Study : Mude
Objective:
My objective was to build a strong community of women living with diabetes to successfully launch the brand and convert engagement into sales.
Approach:
Mude
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Social Media Management & Content Creation
Managed Mude Clothing’s social media presence across key platforms, creating and executing a content strategy that built brand awareness, engagement, and community. Planned, created, and scheduled content aligned with the brand's values while developing a consistent visual identity and tone of voice that resonated with the target audience.
Photoshoots
Completely transformed Mude’s visual identity by leading the creative direction for all brand photography and content production. Developed detailed mood boards, shot lists, and creative concepts, managed photographers and content creators, and oversaw the execution of each campaign from concept to delivery. The content strategy focused on showcasing the functionality of the products within real-life settings such as coffee shops, Pilates classes, and morning routines, helping customers visualise how the products fit seamlessly into everyday life.
Influencer Marketing
Led influencer outreach and partnership campaigns, sourcing relatable creators who aligned with Mude’s audience and brand mission. Focused on identifying women living with diabetes to create authentic gifted collaborations that increased brand trust, generated user-generated content, and strengthened community engagement ahead of launch.
Paid Social Advertising
Planned, launched, and optimised paid social advertising campaigns that significantly accelerated brand growth. Increased Mude’s waiting list from 200 subscribers (previously built over two years) to 1,700 subscribers within just 2 months creating a highly engaged audience ahead of launch.
1700
40,000
1,250
A viral post that organically reached 40,000 people within our very niche target audience of Diabetic women.
Grew the waiting list from 200 people to 1700 people in the space of 2 months
Social media campaigns generated 1,250 website visits in a single month, with Instagram accounting for 78% of traffic.
Accelerating your sales streams through a kick ass paid social ads strategy
A performance-focused paid ads campaign that combined brand awareness and retargeting to drive real, measurable results — just in time for the festive season.
Services included:
- Paid Social Ads on Facebook and Instagram
Case Study : Maya Magal
Objective:
The aim was to build a full-funnel Meta Ads strategy that first expanded brand awareness, then strategically converted that interest into sales during Black Friday and Christmas.
Approach:
We implemented a structured, two-phase full-funnel strategy to guide potential customers from initial awareness through to high-intent actions.
Top of Funnel (TOF):
We began with broad audience targeting to maximise reach, generate awareness, and build interest around the brand in the weeks leading up to the holiday season. This phase focused on capturing new eyes and expanding Maya Magal’s visibility to cold audiences likely to engage.
Middle of Funnel (MOF):
Using data gathered from the awareness phase, we executed a refined retargeting strategy — serving tailored content to users who had shown interest. This approach significantly improved click-through rates, drove qualified traffic to the website, and resulted in higher-value actions such as add-to-cart conversions.
12,657 clicks driven via paid ads
Add to cart, from our Christmas campaign 2022
2.2x average return on ad spend (ROAS) across campaign phases
Maya Magal
12,657
Ad
clicks
623
Add to
cart
2.2x Average ROAS
Objective:
To generate high-quality leads for tax rebates by launching a full digital marketing strategy from scratch, before the business had even gone live.
Approach:
Social Media Management
I established TaxHoot’s social presence across Instagram, Facebook, and LinkedIn, building trust, educating the audience, and positioning the brand as credible and approachable in an industry often seen as complex. Through platform-specific strategies and consistent messaging, I helped drive awareness and engagement ahead of launch, creating a foundation for ad performance and organic growth.
Content Creation
I crafted educational and conversion-focused content tailored to PAYE employees, TaxHoot’s ideal audience. This included breaking down tax rebate eligibility in simple terms, creating trust-building visuals, and developing strong hooks that encouraged clicks, shares, and enquiries. Content pillars were mapped to support each stage of the funnel: awareness, consideration, and conversion.
Photography & Videography
I produced high-quality visual content that reflected the brand’s fresh, friendly tone, including lifestyle photography, Reels, and talking-head videos. These assets were used across organic channels and ad campaigns, ensuring visual consistency and professionalism while making tax services feel more accessible.
Paid Advertising (LinkedIn & Meta)
I developed and launched TaxHoot’s paid ad strategy from the ground up, with a strong focus on LinkedIn for targeting high-income PAYE workers and Meta for broader reach. In just the first month, my LinkedIn campaign generated 384 leads, helping the business surpass its first-year target within 3 months. To date, I’ve delivered over 7,682 leads, with a 35% conversion rate, and each customer acquisition valued between £1,000 and £3,000, demonstrating consistent, high-impact results.
I relocated to London for a Six-Figure Marketing Director role at 24.
I joined TaxHoot as the very first hire, initially as a freelancer, and was later offered a six-figure salary as Marketing Director - a position I accepted, which led me to relocate to the prestigious Canary Wharf.
How a great lead generation strategy made this company an overnight success
I joined TaxHoot as the very first hire as a freelancer and later was offered a 6 figure Marketing Director role, leading the brand’s growth through expert content, paid ad strategy, and high-converting lead generation.
Services included:
- Social media management
- Content creation
- Photography and videography
- Paid advertising on LinkedIn and Meta
Case Study : TaxHoot
7,682
Leads Generated
35%
Conversion Rate
£23
Average CPL
£1,613,400
Generated Revenue from ads
TaxHoot
Objective:
Tegen Accessories brought me on board to lead the creative direction and production of high-impact lifestyle content for the launch of their new summer collection, designed to boost engagement across their social platforms and visually reflect the brand’s elevated yet effortless aesthetic.
Approach:
I took a 360° approach to the creative direction, managing the full pipeline from concept to execution.
This included sourcing professional models and photographers aligned with the brand’s visual identity, producing detailed vision boards to guide styling and mood, and overseeing all aspects of shoot logistics and on-set art direction. With Brighton as the backdrop, I strategically selected locations that complemented the collection’s summery, coastal elegance, ensuring every asset felt aspirational yet authentic. By marrying creative insight with commercial intent, I delivered a bank of timeless lifestyle assets that not only showcased the products beautifully but also aligned seamlessly with Tegen’s digital strategy.
The content was then used across Tegen Accessories social media, website and email marketing materials.
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Bringing the Summer Collection to Life with Scroll-Stopping Content
A full-service creative shoot that elevated Tegen Accessories’ seasonal launch through storytelling, strategy, and standout visuals.
Services included:
- Content creation
- Photography
- Modelling
Case Study : Tegen Accessories
Tegen Accessories
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Case Study : Ricks Retro
Objective:
To increase online visibility and drive targeted traffic to the website by reaching vintage-loving consumers through Meta Ads. The goal was to grow brand awareness, boost engagement, and ultimately convert clicks into sales through interest-led targeting and creative that highlights the brand’s nostalgic, one-of-a-kind style.
Approach:
With hundreds of one-of-a-kind vintage pieces being uploaded daily to their website, Ricks Retro wanted to drive more consistent traffic, turn casual browsers into loyal customers, and stand out in a crowded online market. Their goal was to amplify visibility, increase conversions, and connect with vintage-loving audiences through highly targeted paid social campaigns.
We developed a full-funnel paid ad strategy, beginning with top-of-funnel campaigns focused on broad interest-based targeting, including vintage fashion lovers, sustainable shoppers, and trend-focused Gen Z audiences. Ad creative leaned into the brand’s nostalgic identity, using bold visuals, throwback styling, and curated outfits that resonated with the target demographic.
At the middle and bottom of the funnel, we implemented retargeting campaigns for website visitors, product viewers, and abandoned carts. These campaigns featured urgency-driven messaging and styled lifestyle content to re-engage potential buyers and drive conversions. Ad performance was tracked closely, with regular creative refreshes to maintain engagement and ensure consistent return on ad spend.
Driving Conversions for the UK’s Most Iconic Vintage Brand
With hundreds of new pieces dropping daily, we used strategic paid ads to turn browsers into buyers, and bring a new wave of vintage lovers to Ricks Retro’s online store.
Services included:
- Paid Social Ads.
Ricks Retro
Case Study : Kru Bali
Objective:
The goal was to model and create high-quality, on-brand content that would enhance Kru’s social media channels and promote their latest collection across digital platforms. This included both clean e-commerce imagery and creative, scroll-stopping lifestyle visuals.
Approach:
Modeling and Content Creation:
I modeled for Kru’s latest collection, working closely with the team to create content that aligned with the brand’s relaxed, Bali-based aesthetic. The shoot captured a mix of clean e-commerce imagery for their website and lifestyle-focused visuals for social media.
Deliverables included high-quality stills, editorial-style images for Instagram, and short-form video content such as Reels — all designed to strengthen their online presence and showcase the collection in a natural, aspirational way.
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Bringing a Bali-Based Clothing Brand to Life Through Content
Modelling, photography, and content creation designed to elevate Kru’s latest collection and strengthen their digital presence.
Services included:
Modelling
Content Creation
Modelling
Content Creation
Kru
Case Study : Discover Brighton
Objective:
To quit door to door sales and to scale via social media advertisements. To increase online readership and generate inbound business enquiries from local brands wanting to be featured in the magazine, ahead of launch and each new edition.
Approach:
I joined the Discover Brighton team at the pre-launch stage, working closely with the founder, sales team, and content writers to align marketing with their vision for growth.
On social, I established a consistent content strategy to introduce the brand, build anticipation, and spotlight local culture in a way that resonated with both readers and potential advertisers.
For paid social, I developed a dual-targeting strategy using Meta Ads. The first campaign focused on brand awareness, driving traffic from local readers and building credibility. The second focused on lead generation, targeting business owners in Brighton and surrounding areas who would be ideal for magazine features.
This shift in strategy directly supported the sales team, who were previously relying on manual, door-to-door outreach and offering steep last-minute discounts to fill pages. With paid ads in place, 70% of the feature spaces in the next issue were filled from inbound enquiries during the very first campaign and a 89% reduction in CPL.
70% of features filled through inbound leads alone
Before paid ads, the team relied on door-to-door selling and last-minute discounting to fill space. After launching the first campaign, 70% of the next issue’s features were filled through inbound leads alone.
Launching a Local Magazine With Strategy.
From door-to-door sales to digital demand, I helped Discover Brighton shift to a scalable, strategic model through paid ads and social media marketing.
Service:
Social Media Management
Paid Social Ads.
Social Media Management
Paid Social Ads.
Discover Magazine
Objective:
In partnership with Rust Studios, I was brought in to elevate the digital presence. Our mission was to refresh the brand’s visual identity and manage its Instagram content to reflect its luxury positioning and attract a discerning audience.
Approach:
Working closely with Victoria and the Rust Studios team, we developed a cohesive and elevated content strategy that aligned with her bespoke, service-led approach to travel. I curated a high-end visual direction that spoke to aspirational travellers while maintaining a personal, human touch that reflected Victoria’s one-to-one service model.
Our strategy was twofold: first, to establish a strong visual brand identity by sourcing, editing, and creating content that felt editorial yet approachable; and second, to develop a posting rhythm and tone of voice that communicated authority, exclusivity, and warmth.
From destination spotlights to behind-the-scenes glimpses into Victoria’s planning process, the content strategy was designed to spark trust and inspiration—positioning the brand as both knowledgeable and deeply connected within the luxury travel space
Featured in Forbes
Victoria Payne Travel was recently featured in Forbes, with her article "Why the Athenian Riviera Is the Place to Visit This Summer" now live on the platform. A major moment of industry recognition and a proud milestone for the brand.
Elevating a Luxury Travel Brand Through Visual Storytelling and Social Strategy
A refreshed Instagram presence for Victoria Payne Travel—designed to match the sophistication of the experiences she curates.
Services included:
- Social Media Management
- Content Creation
Case Study : Victoria Payne Travel
Victoria Payne Travel
Objective:
In collaboration with Rust Studios, I was brought in to shape and manage the social media presence of Privé Luxury Travel. The objective was to bring the brand to life visually and verbally—through refined content creation, curated imagery, bespoke asset design, and copywriting that reflected the brand’s elevated tone and luxury travel ethos.
Approach:
I worked closely with the Rust Studio team to translate the vision into a cohesive digital identity that radiated sophistication and escapism.
This included developing and maintaining a distinct brand voice, refining the visual aesthetic, and building a content ecosystem that matched the exclusive, tailored nature of the Privé travel experience.
With full responsibility for content strategy and social management, I sourced imagery, designed high-end visual assets, and wrote compelling, brand-aligned copy to captivate an audience of aspirational travellers.
Every post, caption, and creative asset was crafted to elevate the brand’s positioning and drive home its promise of bespoke, once-in-a-lifetime travel experiences.
Crafting Escapism: Building a Luxury Travel Brand Through Visual Identity & Storytelling
From brand positioning to bespoke content, we transformed Privé Luxury Travel’s digital presence into a seamless extension of its high-end offering.
Services included:
Social Media Management
Content Creation
Case Study : Privé Luxury Travel
Privé Luxury Travel
Objective:
I worked with Monica Vinader to execute a Christmas influencer gifting campaign designed to drive organic reach, festive engagement, and increased product desirability during the peak holiday shopping season.
Approach:
I developed and managed a strategic gifting campaign that connected Monica Vinader’s Christmas collection with 50 handpicked influencers in the fashion, lifestyle, and beauty space. Each influencer received a curated gift, selected to resonate with their personal style and audience, alongside a brief encouraging them to create one festive TikTok or Instagram Reel featuring the product.
To ensure consistency and quality, I led the influencer communications end-to-end—setting expectations around visual style, brand tone, and deadlines. The campaign was timed to roll out gradually throughout the holiday period, maximising visibility and staying top of mind during key shopping windows.
The result was a stream of authentic yet aspirational UGC that not only showcased the collection beautifully, but also contributed to wider brand awareness at a critical point in the retail calendar.
The campaign reached an estimated 850,000 organic impressions, with strong engagement across content that seamlessly blended holiday sentiment, storytelling, and style—proving that thoughtful influencer partnerships can drive real brand impact without paid spend.
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Gifting with Intention: A Holiday Influencer Campaign for Monica Vinader
A high-impact Christmas campaign that turned 50 influencer partnerships into elevated, on-brand storytelling across TikTok and Instagram.
Services included:
- Content creation
- Influencer marketing
Case Study : Monica Vinader
Monica Vinader
Objective:
To source and coordinate a large-scale influencer activation for the #FeelYourBreast campaign, encouraging mass participation and visibility across social media, with the ultimate goal of spreading awareness and driving donations.
Approach:
About the campaign:
Lounge Underwear is a UK-based lingerie brand known for its powerful campaigns and strong brand identity. For Breast Cancer Awareness Month, they partnered with CoppaFeel! to launch their #FeelYourBreast campaign, an initiative designed to spark conversation and raise both awareness and donations.
I sourced and coordinated over 1000 influencers to participate in the campaign, ensuring diversity, brand alignment, and audience relevance. Each influencer was provided with clear creative direction: to post a topless photo with a bedsheet covering their chest, featuring the hashtag #FeelYourBreast written across it, creating a unified, impactful visual message.
What made the campaign especially powerful was the synchronised launch, every influencer posted at the exact same time on the same day, resulting in a massive wave of visibility that dominated social media feeds and trended across platforms. This unified execution amplified awareness and created a collective moment of impact that couldn’t be ignored.
The brands most viral campaign to date
The campaign raised an impressive £128,513 for breast cancer awareness, and thanks to our coordinated influencer rollout, it became Lounge Underwear’s most viral campaign to date, with the hashtag and visuals reaching millions within hours of launch.
A Viral Movement for a Meaningful Cause
Over 1000 influencers, one powerful message, we helped Lounge Underwear dominate social media with their largest awareness campaign to date.
Services included:
- Influencer Marketing
Case Study : Lounge Underwear
Lounge
Objective:
I managed a long-term influencer gifting campaign aimed at boosting organic awareness and engagement for their award-winning skincare products. The goal was to identify and activate influencers who could authentically communicate the brand’s luxury positioning while driving ongoing social visibility through high-quality video content.
Approach:
I curated and led a year-long influencer marketing strategy for Elemis, carefully sourcing over 120 creators in the beauty, skincare, and wellness spaces. Each influencer was gifted a tailored product package and briefed to create one TikTok or Instagram Reel highlighting their genuine skincare routine using Elemis.
My hands-on approach ensured brand alignment at every touchpoint—from creator selection and communication to content quality checks and campaign tracking. The focus wasn’t just on reach, but on securing creators who embodied the Elemis ethos and could build long-term brand trust with their audiences.
This attention to detail led to dozens of influencers converting into ongoing monthly collaborators, establishing a dependable network of skincare advocates and a library of evergreen content.
Over 1.5 million organic impressions generated, with influencers regularly reporting high engagement and product sell-through—proving that consistent gifting with the right creators delivers far beyond the unboxing.
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Glowing Results: Long-Term Influencer Strategy for Luxury Skincare Brand Elemis
120+ creators activated over one year, turning gifted products into a stream of high-impact content and brand loyalty.
Services included:
- Content creation
- Influencer marketing
Case Study : Elemis
Elemis
Objective:
I supported Summer Fridays’ existing influencer marketing team in amplifying the launch of their Lip Butter Balm Collection, now one of the brand’s most iconic and viral products to date. The goal was to increase organic video content, strengthen product visibility, and spark authentic social buzz through curated, lifestyle-driven placements.
Approach:
Working closely with Summer Fridays’ internal team, I sourced and managed a group of 200 UK-based beauty and lifestyle creators whose tone, audience, and aesthetic aligned with the brand’s effortless, elevated style.
Each creator received a brief encouraging natural, summer-inspired content — with suggested placements like on an airplane, inside beach bags, part of a "day-to-night" routine, or casually in an airport tray. The now-viral airport tray placement quickly gained traction, inspiring a wave of creators to replicate the moment organically — fuelling product visibility far beyond the original campaign.
I oversaw the full influencer coordination process of my influencers, from outreach and briefing to content tracking and delivery, ensuring timely posting, brand alignment, and maximum momentum across TikTok and Instagram.
The result: a wave of aspirational UGC, viral organic trends, and sustained visibility that helped cement the Lip Butter Balm Collection as a social media favourite and cult-status product.
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Viral Visibility for Summer Fridays’ Most Iconic Launch Yet
Supporting the brand’s powerhouse influencer team with smart creator sourcing and organic product placement — driving viral traction and amplifying the Lip Butter Balm Collection across TikTok and Instagram.
Services included:
- Content creation
- Influencer marketing
Case Study : Summer Fridays
Summer Fridays
Objective:
In 2019, I joined Boohoo as a student brand ambassador on a long-term contract. Boohoo's Student Ambassador Programme needed relatable, trend-led content that spoke directly to students, on campus and online. When I graduated and launched By Jade Knight, the goal evolved: to help Boohoo find and onboard more student ambassadors who could do the same.
Approach:
Phase 1: Student Ambassador
I joined Boohoo's Student Ambassador Programme in 2019 and created ongoing Instagram and TikTok content for a student audience. My content was built around real moments in student life: what to wear to lectures and the library, night-out looks, and cosy outfits for study days. Every post was styled to fit Boohoo's fashion-forward edge while staying relatable to my own university experience.
Alongside the styling, I blended fashion content with day-in-the-life storytelling. That kept my content feeling like a friend's recommendation rather than an advert, which is what makes student audiences engage. I kept up consistent brand visibility across my platforms, both online and on campus, and stayed with the programme long after graduating.
Phase 2: Influencer Marketing Partner
When I finished university and launched By Jade Knight, Boohoo became one of my first influencer marketing clients. I already knew the programme from the inside: what Boohoo needs from a student ambassador, what students respond to, and what makes a creator a good fit. I used that to find and shortlist student creators whose style and audience matched the brand, brief them on what Boohoo was looking for, and set up 50 new permanent student ambassadors and over the last 5 years set up 1000+ influencer collaborations.
Because I'd been an ambassador myself, I could brief and support new creators from experience rather than from a template. That meant clearer expectations and content that felt authentic to the brand.
Throughout, I've continued creating content for Boohoo myself, so I've worked with the brand as both the creator and the marketer behind the creators.
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From Student Ambassador to Influencer Marketing Partner: 6 Years With Boohoo
Official Boohoo Brand Ambassador and 6 years of creating for Boohoo, first as a student ambassador, then as an influencer marketing partner connecting the brand with its next generation of student ambassadors.
Services included:
- Content creation
- Brand Ambassador
- Influencer Marketing
Case Study : Boohoo
Boohoo
Case Study : NewLook
Objective:
NewLook brought me on to support a Brighton-based influencer campaign for their new Brighton store launch, aimed at driving awareness, social buzz, and boosting local brand visibility.
Approach:
I developed and executed a hyper-local influencer activation strategy, sourcing 50 Brighton-based creators whose content and audiences aligned with NewLook’s target demographic. Each influencer received a personalised invitation to the store launch, which included an exclusive shopping experience (choosing up to five complimentary items), access to styling areas, and participation in on-site competitions and giveaways for their followers.
To maximise impact, I briefed each influencer on deliverables, ensuring brand alignment across Instagram Stories and feed content. My involvement extended to onsite management and content direction, making sure every detail, from in-store styling moments to UGC, was captured in a way that felt authentic and aspirational.
Following the campaign’s success, I was retained by NewLook for ongoing content creation across their seasonal launches, including features on my own fashion-focused social media platforms.
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From High Street to High Engagement: A Local Influencer Campaign That Delivered Big
How in-person influencer marketing powered a measurable spike in New Look’s Instagram traffic and led to an ongoing partnership.
Services included:
- Content creation
- Influencer marketing
NewLook
Objective:
Since 2019, I’ve worked with PrettyLittleThing as a content creator and helped connect them with 100+ aligned influencers for Instagram campaigns. I also participated in brand events, including two visits to their London pop-up store.
Approach:
My involvement with PrettyLittleThing evolved from sponsored influencer campaigns to hands-on support with their wider content and creator strategy. I produced a range of branded fashion content for Instagram, showcasing seasonal edits in lifestyle settings that aligned with their Gen Z audience.
In addition to content creation, I sourced and briefed over 100 fashion and lifestyle influencers who matched the brand’s aesthetic and audience, ensuring consistency in tone, visual quality, and engagement. This expanded the reach of their campaigns while keeping content organic and creator-led.
I also took part in in-person activations, including PLT’s London pop-up, which offered an opportunity to generate live content, connect with the community, and deepen brand visibility.
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Long-Term partnership Meets Strategic Content for PrettyLittleThing
From creator to collaborator, supporting PrettyLittleThing’s influencer strategy through curated content, creator sourcing, and campaign activations.
Services included:
- Content creation
- Influencer marketing
Case Study : Pretty Little Thing
Pretty Little Thing
Objective:
I worked with Thérapie Clinic to promote the launch of two new treatments, EmSculpt and Core to Floor, in collaboration with Laura Whitmore. I attended their exclusive, invite-only Pilates event to support the launch, and created a multi-part content series documenting my personal EmSculpt journey across six sessions.
Approach:
I worked with Thérapie Clinic to promote the launch of two new treatments, EmSculpt and Core to Floor, in collaboration with Laura Whitmore. I attended their exclusive, invite-only Pilates event to support the launch, and created a multi-part content series documenting my personal EmSculpt journey across six sessions.
Post-event, I developed a two-month content series centred around my own EmSculpt experience, producing reels, testimonials, and story updates that tracked my results in real time. This personal and transparent approach helped educate my audience, increase interest in the treatments, and drive enquiries back to the clinic.
Inside the Launch of Thérapie Clinic’s Most Anticipated Treatments
From event coverage to content series, I worked with Thérapie Clinic to promote their EmSculpt and Core to Floor treatments through authentic influencer marketing and real-time results.
Services included:
- Content Creation
Case Study : Thérapie Clinic
Thérepie Clinic
Objective:
To create versatile, high-quality content across multiple Le Pirate locations that reflected the brand’s island aesthetic, supporting their marketing across social media, email, paid ads, and website.
Approach:
Over the course of four weekends, I visited each Lé Pirate hotel, Gili Meno, Nusa Ceningan, and Nusa Penida, to capture content that showcased the brand’s relaxed, barefoot-luxury feel.
The content strategy blended:
This multi-format content was tailored for use across platforms, from scroll-stopping Instagram reels and story clips to ad-ready visuals and web banners, all designed to drive bookings and brand engagement.
The content strategy blended:
- Professional photoshoots to highlight key property features and room types
- iPhone content for a more casual, behind-the-scenes feel
- Drone footage to showcase the breathtaking locations and beach-front appeal
- Lifestyle moments that told a visual story of slow, sunny island living
This multi-format content was tailored for use across platforms, from scroll-stopping Instagram reels and story clips to ad-ready visuals and web banners, all designed to drive bookings and brand engagement.
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Capturing Island Escapism for Lé Pirate’s Coastal Hotel Collection
A four-weekend content partnership across Gili Meno, Nusa Ceningan, and Nusa Penida, designed to bring Lé Pirate’s laid-back, beachy lifestyle to life across social media, paid ads, and beyond.
Services included:
Content creation
Photography & Videography
Content creation
Photography & Videography
Case Study : Lé Pirate
Lé Pirate
Objective:
To elevate Swoon’s digital presence through strategic social media management, lifestyle-driven content, and influencer collaborations - helping to drive customers, online engagement, and brand recognition.
Approach:
I managed Swoon’s day-to-day social media presence, crafting a content strategy that reflected the brand’s fun, premium, and community-focused identity. This included:
Graphic design and content planning to create an eye-catching, cohesive feed. On-location photoshoots to showcase product launches, seasonal flavours, and behind-the-scenes action. UGC-style content captured during in-store visits to reflect real, organic moments. Influencer invitations and activations to bring new audiences through the door and spark local buzz. TikTok creation and strategy to reach a wider, trend-driven audience with short-form, high-engagement content
The focus was on blending polished visuals with playful, on-brand storytelling to make the content feel as irresistible as the product itself.
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Serving Strategy with Every Scoop: A Bold Digital Makeover for London’s Beloved Gelato Spot
Managing Swoon’s social presence with fresh content, influencer activations, and in-store storytelling designed to capture the joy of gelato, one post at a time.
Services included:
Social Media Management
Content creation
Influencer marketing
Social Media Management
Content creation
Influencer marketing
