My team and I are at the forefront of Marshalls' social media strategy, conceptualizing and producing 20 compelling assets each month. We meticulously align our content with prevailing social media trends, incorporating popular hashtags, sounds, and content pieces that seamlessly match the merchandise priorities of the moment. Whether executing in-store video shoots independently or collaborating with content creator partners via detailed briefs, we maintain an agile and iterative approach that helps us inform clients on best practices on a consistent basis.
Since our work stream's initiation in March 2023, our efforts have significantly bolstered Marshalls' social media following, with a notable uptick in followers and engagement. Our impact extends beyond organic growth, encompassing several successful paid social media campaigns as well. Additionally, we stay at the forefront of new technological developments on popular social media platforms like TikTok and Instagram, harnessing these innovations to foster deeper connections within our online community.
Marshalls Social Media
March 2023
CONTRIBUTION
Creative concept
Video direction
Video production
Video edit + retouch
Sound edit
Posting
TEAM
Exec. Creative Director: Dan L.
Assc. Creative Director: Mack F.
Assc. Creative Director: Sam F.
Art Director II: Abbey R.
Copywriter: Luis G.
Producer: Megan B.
I HAVE PURSE
Realizing that our community sometimes appreciates the soft-sell, we jumped on trending audio to show two friends joking around with each other while shopping at a Marshalls. We were very pointed about having a Gen Z creator who understands TikTok shooting style, which led to great engagement.
BEHIND THE NUMBERS
39k views = +2000% average views
291 likes = +966% average likes
ROLE
Concept
Direction
MUSHROOM DÉCOR
This video was espoused from extra footage that my team captured in store (not originally intended to be in a piece of content). When we got word that our community LOVED mushroom décor, we quickly capitalized on this with “pov” language to offer our viewers some relatability.
BEHIND THE NUMBERS
7.9k views = +252% average views
200 likes = +296% average likes
ROLE
Concept
Direction
EASTER BRUNCH & BASKETS
What really made this video successful was my team recognizing this amazing creator’s role as a mother of two toddlers. We seized this opportunity to capture genuine excitement and love between this mom and her children for Easter, through the gift baskets and apparel — using real-life moments to complement merchandise.
BEHIND THE NUMBERS
2.6k likes = +173% average likes
ROLE
Concept
Direction
EASTER BRUNCH & BASKETS
What really made this video successful was my team recognizing this amazing creator’s role as a mother of two toddlers. We seized this opportunity to capture genuine excitement and love between this mom and her children for Easter, through the gift baskets and apparel — using real-life moments to complement merchandise.
BEHIND THE NUMBERS
2.6k likes = +173% average likes
ROLE
Concept
Direction
DRESSING BELOW FREEZING
Using TikTok’s duet function, we put a Marshalls spin on Erika Dwyer's viral below-freezing outfit formula video, demonstrating our brand's versatility and affordability. By leveraging her following, we not only showcased Marshalls' fashion finds but also sparked a significant uptick in impressions and engagement.
BEHIND THE NUMBERS
18.5k views = +590% average views
120 likes = +179% average likes
ROLE
Concept
Direction
Edit
Posting
HEART PILLOW OBSESSED
Going live in just 24 hours, I married a trending sound on TikTok with the community's obsession around with Valentine’s Day heart pillows. Our quick turnaround time, strategic approach, and ability to get high engagement really impressed our clients!
BEHIND THE NUMBERS
12.4k views = +396% average views
299 likes = +446% average likes
ROLE
Concept
Direction
Edit
HOLIDAY GIFT WRAPPING TUTORIAL
I curated a visual feast of diverse gift wrap designs and playful decorations, inviting viewers to explore endless possibilities of both gifts and gift wrapping at Marshalls. By strategically featuring uniquely shaped objects, I added depth to the tutorial and connected the brand to viewers seeking creative inspiration.
BEHIND THE NUMBERS
4.3k views = +219% average views
166 likes = +780% average comments
ROLE
Concept
Direction
Production
Voiceover
Edit
SHOPPING WITH MY MOM
Seizing the festive ambiance post-Thanksgiving, we orchestrated a heartwarming content piece featuring our creator shopping with her mom at Marshalls. The aim was to portray the store as an intergenerational cornerstone and a shared experience for women across different age groups. This, along with the creator and her mom’s authentic connection, resonated powerfully with our audience.
BEHIND THE NUMBERS
6.8k views = +221% average views
22 comments = +780% average comments
ROLE
Concept
Direction
Sound edit
GLITZ & GLAM
We strategically intersected our seasonal merchandise priority of sequin/bedazzled apparel and accessories with the prevailing self-confidence and "delulu" trends on TikTok by crafting a voiceover script that invalidates the concept of "being overdressed" for any event. To bring this concept to life, we leveraged a creator who could radiate confidence and embrace this unapologetic spirit, as she went about various locations, even a grocery store, in her glamorous outfits.
BEHIND THE NUMBERS
11.7k views = +453% average views
174 likes = +235% average likes
ROLE
Concept
Direction
Voiceover
Edit
HOLIDAY DÉCOR CAROUSEL
Drawing insights from Marshalls' past social media performance, we observed exceptional engagement with photo carousels on both Instagram and TikTok, with TikTok's algorithm actively promoting this content type given its novelty on the platform. We opt to showcase holiday merchandise through engaging aisle shots, mirroring the perspective of a customer immersed in the festive vibe throughout the entire store. To encourage people to swipe through the carousel, we start with a viral product — the white gingerbread house.The post’s viewership and engagement metrics affirmed the success of this approach.
BEHIND THE NUMBERS
3.4k likes = +127% average likes
ROLE
Concept
Direction
Production
Edit
VIRAL MAKEUP BRUSHES
Noticing that makeup brush sets were going viral within Marshalls’ TikTok community, my team leveraged a trending sound to engage the brand into these online conversations. The video showcases the entire journey from discovering the product in-store, to setting it up at home. The appeal of this particular makeup brush set lay in the impressive quantity of items it offered for its price, which resonated strongly with our value-driven audience.
BEHIND THE NUMBERS
14.7k views = +594% average views
240 likes = +362% average likes
13 comments = +420% average comments
ROLE
Concept
Direction
Production
Edit
FINANCIALLY RESPONSIBLE FASHION TIPS
This post was an experiment for my team, sparked by Karina Chan's TikTok video, which gained 90k views. Eager to explore new strategies and jump into this conversation, we used the Stitch feature on TikTok, enhancing our visibility on algorithms and reaching audiences not typically following Marshalls. We also tapped into TikTok’s algorithm for longer-form content and demonstrated this video’s educational theme, with the creator speaking in front of her smartphone notes app.
BEHIND THE NUMBERS
5k views = +136% average views
94 likes = +81% average likes
ROLE
Concept
Direction
Writing
Edit
EMOTIONAL SUPPORT WATER BOTTLE
During summer of 2023, the term "emotional support water bottles" surged in popularity across social media. Capitalizing on this trend, we strategically showcase the diverse array of water bottles available in stores. By selecting a single bottle and featuring it in various summer locations, our content implied not only its quality but also its value in enhancing daily life, effectively aligning with the prevailing trend.
BEHIND THE NUMBERS
9k views = +329% average views
208 likes = +300% average likes
ROLE
Concept
Direction
Production
Edit
SUMMER ROADTRIP SHOPPING
In late June of 2023, road trips gained significant popularity due to growing discontent with flight delays and airport congestion. Recognizing this trend, we strategically position Marshalls as the one-stop-shop for all road trip essentials, from obvious items like apparel and luggage, to less-obvious but equally-valuable items like drink tumblers, snacks, dog beds, and treats. This approach resonated strongly with our audience, capturing the convenience and practicality that Marshalls offered for those hitting the road.
BEHIND THE NUMBERS
10.5k views = +396% average views
246 likes = +373% average likes
ROLE
Concept
Direction