While leading public relations for Aritzia, I was responsible for the planning and execution of a campaign to promote the company’s most heavily invested product, the Super Puff coat.

The campaign centred on celebrity partnerships - I identified and secured high profile talent including: Kendall Jenner, Hailey Bieber, Sofia Richie, Charles Melton, Camila Mendes, Hunter Schafer, and Chloe & Halle Bailey.

Working cross-functionally with stakeholders in marketing, product, ecommerce, and Aritzia’s C-Suite, I aligned talent selection and content strategy. I managed the multi-million-dollar campaign budget and personally handled all celebrity relationships, ensuring timely delivery of their social media posts, as well as assets for Aritzia’s social media, digital, and retail. In collaboration with the product team, influencer styling was tied to seasonal drops and inventory strategy.

The sales results were significant. Influencer posts drove all featured styles to sell out, as well as lifts in the broader Super Puff category.

The campaign also yielded brand wins. The custom Super Puff that I commissioned for Hailey Bieber’s dog, Oscar, inspired the launch of the “Ruff Puff,” which sold out and became part of the core Super Puff collection the following year. I timed one of Hailey’s Instagram posts to align with her wedding to Justin Bieber, amplifying reach. I also advocated for partnering with rising star Hunter Schafer, who became the campaign’s top-performing partner with over 50% engagement and outstanding customer response.

The campaign also achieved significant media coverage, securing placements in top-tier publications such as The Wall Street Journal, The New York Times, Forbes, Vogue, and Harper’s Bazaar.