Twin Tides Collection Launch Campaign
Campaign Management
13,562
accounts reached!
Overview
The Twin Tides campaign introduced a new jewelry collection for Low Tide Co. centered on themes of friendship, nostalgia, and coastal memories.
The campaign focused on building anticipation through teaser content, storytelling, and visually cohesive social media posts leading up to launch.
Content was primarily distributed on Instagram, with additional reels posted to TikTok to extend reach.
Brief & Goals
Launch a new jewelry collection while maintaining Low Tide Co’s relaxed coastal identity. The campaign needed to generate excitement and anticipation while ensuring the storytelling remained authentic to the brand’s lifestyle-focused aesthetic.
✓ ~500 website sessions during launch month
✓ Engagement rate above current baseline
✓ Instagram follower growth
✓ Strong pre-launch interest (saves, shares, DMs, story taps)
Consumer Insights
Research into jewelry purchasing behavior informed the campaign strategy:
Jewelry purchases are emotionally driven first and later rationalized through quality and craftsmanship.
Self-purchase is just as meaningful as gifting, with buyers attaching personal symbolism to pieces.
Price is often not the primary barrier—uncertainty around durability, authenticity, and longevity is. Strong storytelling helps build trust.
These insights guided the campaign toward emotion-driven storytelling rather than purely product-focused content.
A full social media audit of Low Tide Co. and key competitors was also conducted to inform content positioning. Detailed findings are kept confidential at the client's request
My Role
Campaign Lead
✓ Contributed to the creative direction of the campaign.
✓ Led planning and execution of the campaign photoshoot
✓ Created detailed shot lists for product and lifestyle imagery
✓ Photographed the full campaign shoot
✓ Developed moodboards to guide visual direction
✓ Built a content rollout timeline leading up to launch
✓ Created a content calendar and teaser schedule
✓ Researched social media trends and campaign inspiration
✓ Produced teaser content and pre-launch posts
✓ Coordinated content planning with the Low Tide team
Campaign Phases & Timeline
The campaign was structured across 6 phases: research & direction, planning & pre-production, production, pre-launch content, launch, and post-launch momentum.
Each phase had defined content goals, from world-building and teaser content to product reveals, launch day activation, and sustained engagement through UGC and a post-launch giveaway.
The full campaign was researched, planned, shot, and executed in approximately 9 weeks
Content & Execution
Content created for the campaign included:
Instagram reels
TikTok videos
Instagram carousels
Instagram stories
Product photography
Lifestyle imagery
Behind-the-scenes content
Pre-launch content focused on world-building and brand storytelling, gradually introducing the collection before revealing full product details.
Campaign Results
13,562
accounts reached
up 596% from the prior period
70.4% of accounts reached were non-followers — the campaign didn't just engage existing fans, it built a new audience.
35,436
instagram views
campaign month
1,213
Profile visits
+133%
617
Website sessions
+323% vs Feb
78
Link taps
+311% vs Feb
487
New followers
net +425
+62.8%
Follower growth
vs prior period
Standout Posts
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3,840 views, 300+ interactions, and 198 profile actions, the highest engagement of any post in the campaign
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Designed to sustain momentum in the week following launch, converting launch-day awareness into active audience participation.
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1,667 views and 49 profile visits.
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Served as the definitive product reveal, bringing the full collection together in one cohesive visual story after weeks of teaser content.
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2,646 views and 31 profile visits, ranked 3rd top post of the campaign
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Redesigned and pinned to the profile to greet new visitors driven by campaign traffic, using brand storytelling to build trust and connection.
Project Highlight
The aspect I'm most proud of is the storytelling behind the campaign. By grounding every creative decision in our consumer and trend research, we ensured each post had both a visual and a strategic reason to exist. The friendship and nostalgia-driven narrative created a cohesive atmosphere that felt authentic to the Low Tide brand, and early feedback from viewers reflected that, with responses highlighting how strongly the imagery captured the brand's emotional tone.