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 an entertainer with casual, behind-the-scenes ones.
Copy centered 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, gift, and style items co-designed with Black and women-owned Etsy shops. Increase awareness of Etsy’s Home & Living category, acquire new buyers, and drive frequency among existing buyers.
The work:
Copy lead: created a 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, onsite, and influencer. Owned copy across all five channels, from initial narrative concept through final video scripts.
Scripts for holiday and spring social videos.
Spring video, final
Holiday gifting, final