Girlfriend Collective

The Girlfriend Collective campaign focuses on emphasizing sustainability through eco-conscious messaging, using engaging email and social media content to highlight the environmental impact of their products. Each piece of clothing is tied to the number of water bottles recycled, creating a clear, relatable message for consumers. The campaign’s assets—including email series, social media Reels/TikToks, and carousel posts—use compelling visuals, user-generated content, and impact statistics to inspire purchases, while promoting the brand’s commitment to reducing waste and making fashion eco-friendly.

Campaign Focus
Sustainability

Mock Client
Girlfriend Collective

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Reels/TikTok Challenge #1

25 Bottles Challenge:
Users order a product and it arrives with a card about the challenge (QR code to giveaway page, hashtag to use when posting).

Users are challenged to create a video of them collecting X number of littered bottles (or other trash) in their environment equal to the number of bottles their order saved.

Using the hashtag, they submit their video and a winner is selected to win $1000 shopping spree with an equal $1000 match to a sustainability cause.

Influencer Inspired UGC Reels/TikTok:

Styled Sustainably:

Influencers show their “previous” OOTD using un-sustainable fast-fashion (without naming competitor names) they share facts on fast-fashion.

Then they show the same - or very similar - OOTD styled with Girlfriend Collective talking about the brands commitment to sustainability.

Goal is to showcase trendy styles with GFC clothing and inspire actual purchasers to post the same type of content and “tag” the brand to be featured.

Paid Social

KPIs:

Target Audience: Eco-conscious shoppers, women aged 18-35, interests in sustainable fashion and environmental causes.

Platform: Instagram Reels, TikTok, and Facebook Ads.

Cost/CPA Goals:

  • Date Range: April (Sustainability Month)

  • Daily Budget: $50–$100/day for testing week 1. $100-300/day after that.

  • Cost Per Acquisition (CPA) Goal: $10–$15 (optimized for conversions).

Boost Strategy:

  1. Retargeting: Use website visitors and email subscribers for custom audiences, focusing on those who have previously engaged with the brand but not converted.

  2. Lookalike Audiences: Create lookalike audiences based on high-value customers.

  3. Engagement Ads: Boost Reels/Carousel posts, specifically influencer & UGC that are generating high organic engagement, aiming for lower CPA and higher conversion.

“I had the pleasure of working with Kate for two and a half transformative years, during which we completely revamped the branding for Chateau de Courtomer. From the outset, Kate demonstrated an exceptional understanding of our vision and helped us translate it into a cohesive brand identity. She crafted a stunning website that not only showcases our property beautifully but also enhances the user experience, making it easy for potential guests to explore and book their stay.

In addition to the website, Kate developed eye-catching print collateral that perfectly complements our brand, along with clear and engaging messaging that resonates with our target audience. The results have been remarkable—since implementing these changes, we've seen a significant increase in bookings, which speaks volumes about the effectiveness of her work.”

- Mariah B., Owner, The Bonner Properties

Contact me.

hello@katebarrett.me
(443) 812-5809