As part of my role at Thrasio, I led the small Creative Strategy team. In collaboration with our photo strategist and video studio Director, I conducted an in depth analysis of the creative for all newly acquired brands. Within 72 hours of Thrasio closing on an acquisition, we produced a creative strategy brief that set direction for the entire creative team working on the brand. The brief examined the competitive landscape, customer reviews, and all creative for opportunities to improve. It was split into two key focus areas:
Foundational Creative - These were changes to be made in the first 90 days of Thrasio’s ownership of the brand. The focus during this period was optimizing creative to drive sessions and conversions on Amazon and correct legal or regulatory compliance issues.
Competitive Growth - This was creative direction for the next 18-24 months of operation. Our focus here was on the creative changes needed to transform the brand into a long-term growth driver for the business.
Below is the brief I wrote for baby brand California Beach Company, followed by the Brand Book produced by the Foundational Creative team, and samples from one of the Amazon listings. For further examples of work guided by the brief, check out the CBC Storefront and DTC Site. All of this work was deployed within a month of Thrasio’s acquisition of the brand.
The creative team who executed the creative based on the brief I wrote was Hillary Cormier (copywriter) and Darlene Segura-Ocampo (designer)
California Beach Co Creative Strategy Brief
California Beach Co foundational Brand Guidelines
California Beach Co Amazon PDP
California Beach Co A+ Content
