Community-Driven Growth
Five Below | 2023-2024 | Team Size: 8
The Ask
Five Below tapped my team to help foster more authentic connections with Gen Z and Alpha to drive measurable store traffic and sales. The branded needed a team that could move at the speed of social and our relationship has spanned years of exciting, unhinged, and traffic drive content.
The Approach
We established a strategic foundation to heavy-up on systematic test and learn initiatives for paid and organic content. The result was a collaborative relations with Five Below that let the brand move at the speed of social.
Seriously unserious content creator partnerships
We developed creator partnerships with macro to and micro creators, created a college ambassador program, and deployed their content across paid and media campaigns, testing to best optimize our creative and media budgets to support key sales moments and product categories. See some of my favorite content below!
Seriously unserious reactive content and UGC
Underpinning the content strategy with a community management and trendspotting approach that authentically engaged our Five Below fans. Through consistent audience interaction, strategic participation in viral conversations, and inserting ourselves into unexpected cultural moments, we positioned the brand as trend-adjacent while expanding reach to new audiences.
