John Legend's collection with Etsy sellers needed to feel refined but personable. The content strategy leaned into that tension; pairing polished moments of John as entertainer with casual, behind-the-scenes ones.
Copy leaned on collaboration messaging, calling out the talented artisans behind the designs.
The ask:
Create a cross-channel influencer campaign for John Legend's Creator Collab launch, featuring home, gifts, and style items co-designed with Black and women Etsy sellers. Increase awareness of Etsy’s Home & Living category, acquire new buyers, and drive frequency among existing buyers.
The work:
Copy lead: created narrative framework, inspired by his life, tastes, and co-designed collection. Partnered with design to write, shoot, and produce video assets across organic social, email, PR, and onsite. Owned copy across five channels for a single campaign, from initial narrative concept through final video scripts.
Scripts for holiday and spring social videos.
Spring video, final
Holiday gifting, final