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A little while back, I was scrolling through Madewell's website, noticing they're not as transparent about their inclusivity efforts as they claim to be on their Social Responsibility page. As a long-time customer, I felt compelled to collaborate with a group to create a mock campaign strategy for Madewell to show how they can benefit from developing a more cohesive inclusivity approach across their online platforms and physical stores. 


During the initial stages of the project, I wrote a detailed overview of what I wanted the campaign strategy to entail via a pitch. I considered the specific type of campaign Madewell should run and why, who their audience is, and why the plan would be useful to them. 

In creating the campaign strategy, my group members and I grounded our decisions in research. We considered what platform the company should use for the campaign, the audience they need to target, how they should manage the content workflow and governance, what the calendar timeline should look like, and what type of campaign would help them reach their goals. 

With each component I produced, I created practical solutions that could result in a real campaign strategy for Madewell. Like my other work, this pushed me to be fully aware of my audience and their needs while staying within a brand's guidelines. 

If you'd like to know more about what it takes for a company to be inclusive, take a look at the full pitch and the campaign strategy. 

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