https://drive.google.com/file/d/1uhyvwtugNcmWhWb3dVuHtr869xLypkFn/view?usp=drive_link

Kosherrians Campaign

I developed this campaign to spotlight some of the women who wear Ria Kosher and subtly introduce the Kosherrians’ Chamber using the brand’s existing user-generated content.

For a successful execution, I set specific goals:

• Style and functionality storytelling: Show versatility and wearability
• Community appreciation: Spotlight real customers (and influencers) as the face of the brand.
• Access & Community Expansion: Introduce the Kosherrians’ Chamber and invite the brand’s community to join through purchases.

Afterwards, I broke down the campaign into two phases with different content ideas and goals for each for a smooth narrative flow:

• Phase 1—Community: To establish identity and belonging
• **Phase 2—**Individual Stories: Show functionality and style, deepen connection, reinforce belonging, and drive access through ownership

I also established a guideline for the captions, where each caption should shift from product-led to story-led with this structure:

• Spotlight the person
• Show how they wear it (functionality)
• End with a subtle invite to the Kosherrians' chamber by owning an RK piece

Then I dropped execution notes to guide the social media manager and graphics designer in execution. I specified that every post must:

• Answer: What should the viewer feel or understand?
• Prioritise storytelling over simply posting
• Reinforce our recognition-led approach and identity-building
• Achieve at least one of the aforementioned goals.
• Maintain a consistent closing line/subtle CTA to reinforce the Chamber invite