MIADONNA
Pop Culture Campaigns
creative direction • graphic design • copywriting • project management • photoshoot direction & styling • email channel ownership
During my tenure with MiaDonna, some of our most effective campaigns were the ones that capitalized upon a moment in pop culture. Since the product is predominantly engagement rings, the brand’s demographic skews unabashedly romantic and feminine. Cultural phenomenons like Bridgerton and the Barbie movie were natural tie-ins. All of these campaigns performed well in their channels, and in most cases were among the top performers for the year. Marketing a beautiful, sustainable product that aligned with major cultural moments was the epitome of fun.
Campaign
Barbiecore
Description
To celebrate the summer's biggest film, I developed the Barbiecore campaign, highlighting MiaDonna’s lab-grown pink sapphire jewelry. We intentionally subverted the brand's more muted color palette to honor the riot of rosy hues found in their lab-grown pink sapphires. In combination with bold colors and graphics, we created eye-catching, vibrant assets that made the product pop.
To keep riding the high experienced from the Barbie campaign, we maintained the look and feel (highlighting gemstone rings with bold pops of pink) by creating a sub-campaign focusing on gemstone cocktail rings for every day, not just happy hour.
Channels
Homepage, email, paid and organic ads, SMS, and social media posts
Results
Some of the highest CTRs of the year for email and one of the top two performing paid social ads for the fiscal year.
Campaign
Bridgerton-Inspired
Description
MiaDonna handcrafts a variety of stunning, vintage-inspired engagement rings. Bridgerton is a cultural phenomenon centered around over-the-top romance and grandeur, with engagements as many of the protagonists’ main goal. I created a mini-campaign that catered to the Bridgerton crowd, with a photoshoot on a shoestring budget and a few cleverly-placed assets.
Channels
Homepage, email, paid and organic ads, SMS, and social media posts
Results
The biggest ROI for any campaign of the year, top 10 CTRs for email, and the year’s best-performing Pinterest ad.
