Libby Howard

Contact:
libbyhoward23@gmail.com
University/School:
University of the West of England
Location:
West England
Specialism:
Award NomineeDigital MediaFashion ImageMarketingPR & CommunicationsSocial Media
About Me

A strategic and forward-thinking digital marketing professional

I am a Fashion Marketing and Communications professional, highly skilled in crafting brand strategies and understanding specific platform nuances and trends. My work combines relevant market and consumer analysis with innovative creative solutions to conceptualise and execute multi-channel marketing campaigns.

Through concept to execution, I look to produce branded content that has a unique overarching narrative, delivering consistent messaging through visual communication. Curating and scheduling this content, I specialise in an integrated approach to elevate a brand’s digital storytelling and customer engagement across multiple touchpoints. My practice-based degree has supported me in developing the relevant skills to operate in a fast-paced marketing environment as well as industry-based opportunities, undertaking Marketing and PR intern positions across the fashion, beauty and lifestyle sectors.

INSPIRATION

Informed by the resurgent focus on community and wholesome living, inspiring handcraft techniques.

Interest in crafting has continued to increase since crochet and DIY trends emerged during lockdown, as well as consumer behaviour highlighting a growing appreciation for the outdoors to connect us to nature and handcraft techniques. These market trends were backed up with statistical insight from the Crafts Council's 'Market for Craft 2020 Report' spotlighting the surge in craft sales in the UK, and in particular the shared inter-generational buying motivations for craft as unique heirloom pieces.

Drawing upon this market research, I conceptualised a 360° omni-channel marketing campaign for the luxury womenswear brand Chloé, to build awareness of their recently established Chloé Craft initiative. Capitalising on the growing market for craft, this campaign launches the collection of unique hand-crafted products in the UK market. Aligned with Chloé’s core values, the overarching message of the campaign celebrates craftsmanship rooted in femininity.

MY WORK

PORTFOLIOS

DETAIL

"Luxury consumers increasingly navigate the path to purchase via a number of digital touchpoints."

The customer journey towards point of purchase within the luxury space is evolving, as stated in WARC’s October 2021 Best Practise Report. This insight was used to inform the strategy of an omni-channel approach for the campaign, developing the new hashtag #ChloéCraft to build awareness of the initiative. As part of the integrated communication strategy, a variety of social content was created and scheduled across Chloé’s existing Instagram account through the creation of a Broadcast Plan. Reels were created to deepen engagement with the audience, and Instagram stories focused on driving traffic to Chloé’s website through the use of swipe-up links. Key campaign objectives were measured against brand KPI’s, monitoring and evaluating the commercial success of this campaign proposition.

"There is no creativity without curiosity" - Angela Missoni
Award NomineeDigital MediaFashion ImageMarketingPR & CommunicationsSocial Media
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners
Partners