COURTNEY WALSH
MALIN+GOETZ,
SOCIAL MEDIA MARKETING
The Brief
New York owned and operated beauty brand MALIN+GOETZ expanded their line of products from face, body and hair, to fragrance and candles. Their portfolio of neighborhood apothecaries in New York, Los Angeles and London, as well as distribution to select luxury retailers around the world, continue to grow. All while staying true to our original promise of uncomplicated luxury products for the modern woman and man. MALIN+GOETZ partnered with Reflex group for the launch of their Revitalizing Eye Gel for a fresh creative direction and the desire to drive sales online and into brick and mortar locations.
My Role
I acted as creative and social strategy lead. Managed overall social media and content calendar for the brand and executed against it, including developing content concepts from idea to completion. Conceived and wrote copy for hyperlocal social ads prompting New Yorkers and residents in LA to #CheckYourBags. I oversaw content production, I also offered creative support on-set, specifically with prop styling. I had full ownership of the budget, pre-production, call sheet, on-set production, and post-production of the deliverables. photoshoot, asset management.
The Results
20%
Increase in product trial
135%
Increase in website views
14.5k+
Engagements
10.6mm+
Social Impressions
Hyper-Targeted Ads
Ads targeted four personas in close proximity to the NY and LA stores: the traveler, the daily commuter, busy shopper, and neighborhood native.
Client
MALIN+GOETZ
Role
Campaign Manager:
Client Relations,
Creative Direction,
Copywriter
Content Manager
Social Media Manager
Campaign Development,
Talent Casting,
Influencer Management,
Program Execution
Release
2018