Project Highlight
Partnership and Marketing Campaign with Pantene x Condé Nast
To elevate Pantene’s relevance and visibility among diverse, beauty-conscious audiences, I spearheaded a comprehensive content creation strategy in partnership with Condé Nast's key beauty and lifestyle channels, including Allure, Teen Vogue, Glamour, Self, and Lucky. This multi-channel campaign leveraged YouTube, Instagram, Facebook, and X (Twitter) to engage consumers through authentic storytelling, expert-driven tutorials, and culturally relevant moments.
This campaign showcases my ability to integrate storytelling, partnerships, and multi-platform strategies to drive engagement with measurable brand impact.
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Maintaining authenticity while balancing product integration: Ensured the focus remained on transformation, education, and storytelling, with products seamlessly integrated as part of the solutions rather than overt endorsements.
Keeping up with real-time posting and commentary during awards season: Assembled a dedicated content team for real-time coverage and developed templates and workflows for rapid posting without compromising quality.
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Authenticity & Personal Connection:
Produced a YouTube series, New Hair / New You, featuring celebrity hairstylist Matt Fugate. This series offered inspiring, unscripted moments as women received flash makeovers, showcasing Pantene products while celebrating individuality and confidence.
Created Head to Head, a how-to video series featuring Condé Nast experts demonstrating hair-styling trends, offering relatable and achievable tutorials for consumers.
Real-Time Social Engagement:
Concepted Pantene Mane Event, an Instagram campaign delivering live commentary on award-winning hairstyles during awards season, positioning Pantene as an authority in trending and glamorous haircare.
Developed the Pantene Regimen Guide, a visually compelling Instagram series designed as an interactive product guide to simplify haircare routines using Pantene’s portfolio.
Cross-Channel Amplification:
Integrated consistent messaging across YouTube, Instagram, and Condé Nast’s editorial platforms to ensure maximum reach and engagement.
Collaborated with editorial experts to lend credibility and build trust with diverse target audiences.
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New Hair / New You:
8 episodes garnered high engagement, with an average viewership increase of 28% compared to previous campaigns.
Over 74% of viewers reported feeling inspired to try a Pantene product.
Head to Head:
The series achieved over 250k views across platforms, with a 38% click-through rate to product pages linked in video descriptions.
Pantene Mane Event:
Instagram engagement rates exceeded industry benchmarks, with an average of 21% engagement per post during award shows.
Helped grow Pantene’s Instagram following by 8% during the campaign period.
Pantene Regimen Guide:
Increased product inquiries by 26%, with interactive posts driving direct traffic to Pantene’s e-commerce platform.
Pantene x Condé Nast
“New Hair / New You”
Conceptualize a YouTube makeover series while acting as the primary liaison between the client (Pantene) and the creative agency (Condé Nast). Lead creative team on scripts, casting, styling, and overall art direction for the total look and feel of the series.
"New Hair / New You" features celebrity hair stylist Matt Fugate surprising different women on the street that have been chosen by their friends for a flash makeover. With a total of 8 episodes, each one explores a different occasion and unique look for their respective needs.
Creative Direction: Concept and messaging.
Art Direction: Design, casting, and styling direction.
Pantene x Condé Nast
“Head to Head”
Conceptualize a YouTube makeover series while acting as the primary liaison between the client (Pantene) and the creative agency (Condé Nast). Lead creative team on scripts, casting, styling, and overall art direction for the total look and feel of the series.
"Head to Head" is a how-to series featuring two takes on one hair-styling trend. Each episode pairs two experts from leading beauty and style magazines walking through the steps for each look. There are 4 episodes total featuring Lori Bergamotto (Lucky), Lana Jayne (Glamour), Lauren Cosenza (Self), and Melissa Bizzak (Teen Vogue).
Creative Direction: Concept and messaging.
Art Direction: Design, casting, and styling direction.
Pantene x Condé Nast
“Mane Event”
Conceptualize content for an Instagram series while acting as the primary liaison between the client (Pantene) and the creative agency (Condé Nast). Lead creative team on photography, tone of voice, styling, and overall art direction for the total look and feel of the series.
"Pantene Mane Event" covers award winning celebrity hairstyles and trends during awards season at the Oscars, Golden Globes, Grammys, and SAG Awards. Posts and commentary occur in real time as looks are presented on the red carpet.
Creative Direction: Concept and messaging.
Art Direction: Design and styling direction.
Pantene x Condé Nast
“Regimen Guide”
Conceptualize content for an Instagram series while acting as the primary liaison between the client (Pantene) and the creative agency (Condé Nast). Lead creative team on photography, tone of voice, styling, and overall art direction for the total look and feel of the series.
"Pantene Regimen Guide" features products from the Pantene family presented in a fun visual guide made up of 15 posts.
Creative Direction: Concept and messaging.
Art Direction: Design and styling direction.
