TOMS Mallow was one of the biggest product and brand launches after the TOMS rebrand. As the main designer for this launch, I was responsible for creating a visual story that embodies TOMS new brand and social impact strategy into the web platform as well as on OOH advertisement that was placed in the streets of Los Angeles and New York.

Target Audience:
- Fashion Early Adopters: Women 18-34
- Trend-conscious, on their own terms: This audience cares about fashion and trend, but are excited to put their own spin on it.

Marketing Objective:
- Use this youthful play on our icon to generate brand & product
consideration among a Gen-Z consumer.
- Primary KPI: Brand Consideration among W18-24 year old (2021 target: 14% from 12.6%

Impact:
Since launching the campaign, in the span of a month

- 49.4M Impressions on Social
- 287k Landing Page Views with 613k new visitors
(Mallow HP Hero launch had a strong interaction @ 6.3% compared to the average HP Hero CTR since February brand refresh, which is 5.9%. Hero engagement slowed down the following period with a different asset.)
- $90.4k in Revenue from Email Marketing
- 18M OOH Impressions in NYC, 35M in LA
- Mallow was the #2 product sold in the first month of launch


Creative Director | Steve Hoskins
Lead Designer | Rachel Kim

Website
Launch Email & Socials
OOH
Wholesale/Retail