Case Study: Win the Holidays

As an Editorial Director, Content Strategist, and Editor I believe the roots of every story are the humans at the center. I believe in holistic stories and processes that bring together all affected teams, from PR to Engineering to Merchandizing, ensuring that there is complete vision and total buy-in.

One of my favorite case studies is the StockX 2021 Holiday Editorial campaign. Here’s that story.

The Best North Face Collabs
Favorite Jordan Collabs on StockX
Best Apparel of 2021
Best Collaborations of 2021
The Best Supreme Fleeces
Get Everything You Missed
Surprise Sneaker Hits
KAWS & Collectables for All
Best Winter Coats and Jackets on StockX

After an 11th-hour cancellation required the reconcepting of the year’s biggest campaign (that’s another story), 2021’s Holiday campaign was completely rebuilt from the ground up in just a few weeks. “Win The Holidays” became the new message for all teams: Merchandising, Paid, Social, CRM, Creative, and Product.

Since the Editorial team had begun working on Holiday in July, we were able to adjust our schedule and pieces to match the new messaging. We worked closely with Merchandizing and Creative to choose and source products for the photography, ensuring minimal disruption to workflow with maximum impact for our customers. Despite a massive set-back after months of preparation, the flexibility and leadership for Editorial resulted in 158% YOY growth and 3.1M unique views for the whole campaign.

55 Unique Editorials, Five Writers, Published Daily for 12 Weeks.

To learn more about the challenge of the concept reconfigure and how I mitigated the shortfall, check out the story here.