In 2012, the World Gold Council were looking for a way to make gold jewellery more desirable to fashion-conscious young people all over the world. The result was a new brand, for a new generation: LoveGold.
 
From the pitch to the brand handover, I was the Copy and Content Lead. I worked closely with the Strategy and Creative teams to develop the content strategy, brand tone of voice and aesthetic, set up editorial processes, and launched a global brand across multiple channels.
 
I was also responsible for planning content, providing creative briefs to photographers, contributors and bloggers, writing social and editorial copy, creating content, and live reporting from events. Namely LoveGold's sponsorship of amfAR Cannes where I shared the whole experience on Twitter and Instagram. This included the build up, celebrities on the red carpet and The Ultimate Gold Collection Fashion Show curated by Carine Roitfeld, which was also streamed in real-time on the LoveGold website.

 

In one year, the brand gained 400,000 social followers and achieved reach of over 136 million with minimal online media spend and no ATL support. 
 
Watch the film to learn about the LoveGold journey.