Everlane - The Day Collection

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The Day Collection, featuring the infamous Day Heel, repeatedly sold out almost immediately each time it went live. My responsibilities included content creation and partnerships for our pop up, influencer and press seeding, and social strategy.

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THE DAY MARKET

To coincide with the launch of the Day Collection, we hosted a 2-day pop up called the Day Market in SF and NY, with a press and influencer preview the day before. I organized a partnership with Pressed Juicery to provide refreshments for the event and with local florist The Little Petunia to make bouquets for editors and customers to take home. I also owned social for the event, including promotion leading up to the event and coverage during. We created a successful Insta-worthy event that earned a significant amount of UGC.

INFLUENCER & PRESS SEEDING

To tie into the floral theme of the Day Collection, I spearheaded a partnership with Vogue favorite Tigers to Lilies to provide bouquets with the seeding of our shoes to influencers in LA, since we were already tackling SF and NY influencers and press with the Day Market. Influencers were delighted with the flowers and shared their responses on social media.

@alice_gao, @rebeccaramsdale, @andyheart

SOCIAL STRATEGY

In addition to managing social for the Day Market, I also rolled out various social activations. For example, I partnered with Rebecca Ramsdale and Shermineh Ghane to create a video about how they wear the Day Heel throughout the day. I also launched giveaways of the Day Heel on both @everlane and @everlanewomen, bringing more engagement and followers to the @everlanewomen account than ever before. Riding on the success of the Day Heel, we teased each color update, even making our Instagram account private for a day to give our followers an exclusive on shopping a new color in-store. My favorite, however, was an impromptu Instagram story I did counting the number of people wearing Day Heels in the office. Both employees and followers alike loved the story (I got a shoutout on Slack, and lots of people slid into our DM's 😎), and it even prompted more people to buy the product as well.

PRESS