This full-funnel campaign for Lulus was designed to create connection—anchored in friendship, humor, and a distinct sense of style. We set out to craft something that felt joyful and culturally in-tune, building a brand platform that extended far beyond a single scroll. From storytelling-led content to a series of cross-country pop-up events, the campaign brought the Lulus brand to life across photo, video, social, and real-world touchpoints.
Lulus SP24 Brand Awareness Campaign
LIFE'S A PARTY.
DRESS LIKE IT.
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Creative was activated across Meta, TikTok, Pinterest, Snapchat, email, SMS, and OOH—each tailored to channel, audience, and moment. Our team led the concept and execution across every layer, ensuring consistency of voice and tone whether the experience was digital or IRL. The result: a brand awareness push that felt fresh, fun, and built to last.
A COMPLETE BRAND PARTNER
Candy canes cotton candy dragée halvah marzipan candy canes. Cotton candy jujubes halvah marzipan carrot cake. Bonbon jujubes candy sugar plum toffee. Ice cream lemon drops candy fruitcake muffin cake marzipan marzipan. Cake marzipan ice cream halvah cheesecake. Caramels chocolate pastry chupa chups lolli bonbon jelly cake.
Her August led the creative and executional charge across the entire Lulus campaign—from concept to content, digital to IRL. Our team oversaw everything: campaign concepting, photo and film production, editing, copywriting, and full rollout across digital and social channels. We developed and managed out-of-home strategy and placement, crafted platform-specific content strategies, and brought the brand to life offline through the nationwide Besties That Brunch event series—handled end-to-end by our team, from creative direction to on-the-ground production.
This was a 360° campaign through and through—every moment touched by Her August.
END-TO-END CREATIVE MANAGEMENT
As part of the campaign launch, we created Besties That Brunch—a nationwide activation series celebrating Lulus' most loyal customers and their inner circles. Held across key cities, each event offered a curated afternoon experience where top shoppers and their best friends were invited to brunch, connect, and be spoiled.
BESTIES THAT BRUNCH
The gatherings sparked real conversations, emotional connection, and share-worthy moments—turning customers into storytellers and driving organic brand buzz within their own communities. It was a feel-good extension of the campaign IRL, built for joy, loyalty, and word-of-mouth impact.
My art is all about the juxtaposition of modern editorial with unpolished, unexpected visuals. I’m inspired by hands-on, analog formats, details, and the world around us.
Life is simply a series of moments. It’s my honor to pay attention and use film to capture them.
To extend the campaign narrative, we launched a social-first content series and giveaway designed to engage the Lulus community in real time. Through a mix of curated lifestyle imagery, relatable reels, and UGC-style storytelling, we invited followers to share their own friendship moments—tagging their besties for a chance to win the ultimate girls’ weekend.
The content highlighted the heart of the campaign—connection, personal style, and real-life milestones—while driving engagement, shares, and a wave of emotional resonance across platforms.
MAJOR SOCIAL MOMENTS
