As a company that is deeply rooted in inclusivity and community, ModCloth made the decision to go back to its roots as a brand that stands for something important - and go way beyond pushing the traditional mega sale.

I oversaw the creative concept for this campaign which was intended to disrupt our customer’s newsfeed (in a good way). ModCloth shut down its site and officially “broke up” with Black Friday.

The campaign resulted in:

• Annual Shorty Awards Finalist, Best in Retail and E-Commerce

• 200M media impressions the week of Black Friday to Cyber Monday

• 600+ entries on the first ever #ModClothGiving contest on Instagram and Twitter, driving 7.5M earned impressions generated by the community

• Nearly 80K engagements (views, likes, comments, shares) on ModCloth brand social posts

• Spike in direct and organic traffic. 61% of traffic was organic or direct on Black Friday vs. the week avg. of 41%

• Exceeded our Cyber Monday sales target over +35%