Carter’s x hilary duff
Marketing • Design • Art Direction • Product Design
Hilary Duff and our talented fashion designers teamed up to create two perfect on-trend capsules for Fall 2022 and Spring 2023.
We partnered with Millennial mom and actress, Hilary Duff, as Carters’ ‘Chief Mom Officer’ and brand spokesperson to promote 2 limited-edition capsules across an 18-month partnership.
Landing page
I partnered with the development and UI/UX team to customize our AEM template used for storytelling and big moment campaigns.
Fall 2022 Capsule Collection
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Spring 2023 Capsule Collection
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Other creative
Fall 2022 Capsule Collection
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Spring 2023 Capsule Collection
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Big WinS
First collection launch with our CMO sold through on eComm ~90% within first week
Hilary Product launch day activity contributed to 21% increase in site traffic (61% of which were first-time visitors)
Third week was ~99% sellthrough on eComm
Social sentiment was overwhelmingly positive across all social media platforms:
TikTok: 2.8M TikTok Video Views & 11K+ likes
Instagram: 663K video views, 73K likes and 6.5M reach (2M not currently following Carter's)
22 media placements include GMA, E! Daily Pop, E! News Online, OK!, PopSugar, The Bump, E! Online- with 2B+ impressions
Creative Direction:
Darryl Powlus
Art Direction/Design:
Me (Digital), Patricia Ryan (Print)
Designers:
Chelsea Rodich, Sara Sturges, Becki Mclean, Maggie Sutton
Copywriters:
Claire Harper, Jason Lind