Content & VB Pride

I was originally brought on to devise and implement a content strategy for Victoria Beckham that would gradually shift perception of her fashion brand and improve her credibility as a fashion designer and creative director.

However, COVID-19 forced a drastic pivot towards prioritising e-commerce sales and online traffic – while ensuring her content continued to resonate with her 28m followers. Below are examples of ‘business as usual’ e-commerce content and a digital campaign for Pride, typically a tent-pole moment for the Spice Girl and LGBTQIA+ icon.

Although in-person Pride celebrations were cancelled, we used Victoria’s personal and brand channels to drive positivity, engaging some of the community’s most prominent voices in a week-long series of virtual events. These included drag bingo, Instagram Live DJ sets with DJ Fat Tony, cocktail-making sessions with brand sponsors (secured during the pandemic), and a partnership with the George Michael Estate and AKT on a commemorative t-shirt that sold out in record time.