As an intern within the marketing department at Reef, I had the opportunity to harness the light-hearted, fun energy of the “Beach Freely” brand mantra and devise brand stories featured on Reef.com, email marketing and social media. After my internship ended, I was hired as a freelance copywriter for Reef due to my brand knowledge, adaptability and writing proficiency.
Explore my blog contributions at Reef here:
This email and blog duo was a way for the team to repurpose influencer content and merch selected products. This email resulted in the most revenue of any influencer email sent by Reef in 2018. The success of this content lives in the fact that we were focused on selling a lifestyle rather than a product.
Helping as many people as possible feel the fun, freedom and spirit of the beach is a major CSR initiative at Reef. To celebrate Pride 2019, Reef pledged to donate 100 percent of proceeds from their Pride collection to PFLAG National, the first and largest LGBTQ+ non-profit. My job was to educate consumers by tying in the corporate sponsorship with Reef’s “beachy” brand voice and larger mantra of “Beach Freely.”
Sometimes, it’s best to let other people tell the story for you. By asking a few of our influencers questions about their best friends and repurpose the answers into blog content, we were able to leverage their established communities and consecutively tell the “best friends” product story that aligns with the Escape collection.
A priority when creating influencer content was getting the most bang for our buck. Repurposing the content they produced for our campaigns into longer form blog and email content was one way we accomplished this.
After engaging in a guerrilla marketing pop up in New York City, we wanted people around the nation and world to experience the magic of that day. Creating a blog and email was how we accomplished that.
Bringing the beach to NYC resulted in a lot of compelling photo content. We utilized this content by creating a blog and email campaign all about helping people adopt a beach mindset away from the beach.