Disrupting Lingerie Through Content Innovation

Savage X Fenty | 2021-2023 | Team Size: 15

Savage X Fenty had massive media budgets but insufficient content volume. Needed to stay true to disruptive brand values while driving acquisition at scale across emerging paid channels.

My Strategy
Built predominantly woman-led production teams embodying brand values. Developed high-volume content system maintaining authenticity while hitting performance metrics.

Insight: Lingerie market shifting from male gaze to self-empowerment

Resources: Managed 6 shoots producing 359 assets across platforms

Culture: Established production environment embodying Savage values

Results driven

  • -39% CAC on YouTube, -85% CPL on YouTube

  • 18 months of content from 6 shoots

  • +2.9% CTR on YouTube, -30.6% CPM

IMG_0534-2.jpg
Jan-30-2023 16-31-51.gif
Screenshot 2023-03-05 at 7.59.40 PM.png
Savage_NOV_TikTok_Execution03_v02.gif
Jan-31-2023 16-30-37.gif
FREE TO MOVE-12945_V2.jpg
Savage_DEC_TikTok_Execution_12.gif
Previous

Nordstrom
Next

Five Below