licensed line partnership

ELLE By Me

Turning a world-renowned fashion magazine's personality and aesthetic into a yarn line is a tall order. When Premier Yarns partnered with ELLE, the goal was to bring that editorial, runway energy into the craft aisle in a way that still felt welcoming to everyday makers.

As Campaign Lead, I led the launch from the first social teaser to trade show centerpiece, building a visual and messaging system that worked on both digital as well as in-person touchpoints. Through strategic planning and organized execution, I led the campaign strategy responsible for shaping ELLE By Me into a cohesive, fashion-forward brand experience.
oct 2024 – oct 2025
Strategic Planning

Digital Launch Highlights

For the digital launch of ELLE By Me, I was responsible for strategizing content and collaborations that would blend the aesthetic of Parisienne fashion with ELLE By Me’s accessible craft story. My approach drove 30% higher engagement, 1,400+ interactions, and 72% of social product page visits with content converting 1.8x better on Instagram than Facebook.

Brand Storytelling through social media

I translated ELLE’s fashion voice into digital craft content by treating the launch like a mini editorial campaign. The content mix spanned a coordinated hero grid, Reels that showed the yarn in motion, and giveaway posts that framed the line as a the it-yarn of the season.

By pairing clean, magazine-inspired layouts with language that felt warm and practical, roughly 1,400+ combined saves, comments, and shares were generated in the first two weeks following the launch.

community marketing & momentum

I briefed creators and influencers across the craft space, giving them clear UGC prompts that encouraged makers to explore the line and share their first ELLE By Me projects. Within the first month, the campaign generated over 900 giveaway entries and more than 60 posts from creators, affiliates, and licensing partners, building momentum that extended well beyond Premier’s owned channels.

Audience segmentation & insight-driven planning

For the launch of ELLE By Me, I anchored the go-to-market strategy around two core audiences: an experienced, style-savvy maker and a younger, fashion-forward creator, each with distinct goals and content habits.

Website data showed that about 65% of our top downloads were sophisticated, garment-focused patterns, so I leaned into a more polished, pattern-led story for the older segment.

On social, I pushed bold visuals, short-form video, and influencer partnerships, with Instagram ultimately driving an estimated 72% of social-attributed product page visits and converting at about 1.8x the rate of Facebook.

Michelle
48 - 62 years old
Experienced Maker
User Goal: To create stylish and current heirloom pieces for both her personal use and to gift with quality yet affordable yarns.
Motivations
• Taking pride in having good taste and an eye for fashion, able to know what family members will love to receive and wear for years
• Creating pieces for loved ones that are current
Frustrations
‍• Dated patterns and packaging
• Content that feels too youthful or not yarn-friendly
Habits
‍• Shops big-box and local yarn stores, researches before buying
• Follows select designers and creators on Instagram and Pinterest for inspiration
Amaya
24-34 years old
Fashion-forward Creator
User Goal: Translate runway and street-style inspiration into elevated pieces that fit into her fashion-forward wardrobe.
Motivations
• Creates wardrobe pieces as an extension of personal style
• Seeks out projects that will perform well on social platforms
Frustrations
‍• Craft supply company branding that looks juvenile or cluttered compared with fashion labels
• Lack of editorial-quality inspiration in yarn and patterns
Habits
‍• Starts with Instagram, TikTok, and Pinterest for trend research
• Shops online and big-box retailers, is heavily influenced by visuals, packaging, and creator endorsements.
experiential marketing

h&h americas 2025 Trade Show activation

By defining two clear audience segments, I was able to use audience segmentation, brand storytelling, and campaign planning to shape every ELLE By Me promotion and activation. This approach ensured the go-to-market launch landed effectively across channels, also setting the stage for translating those personas into a live brand experience at H&H Americas.

To capture Amaya's fashion-forward persona at the show's highlighted 200-attendee Creator Summit, I commissioned a viral six-foot crocheted horse sculpture from Shayla Palmer, @mesamistoys, using Premier® Parfait XL yarn.
To engage Michelle's style-savvy persona, I designed premium ELLE By Me branded merch (tote bags, notebooks) and ELLE-aligned product samples. This tactile booth experience showcased elevated quality and accessibility for retailers and experienced makers.
The six-foot photogenic centerpiece became the trade show highlight, driving organic social buzz totaling over 40,000+ views, 50k likes, and successfully positioning ELLE By Me as the chic choice for all creators.
creative direction

Retail Packaging & Merch Experience

To wrap up the full brand story, I designed ELLE By Me's Craft Kit retail packaging and H&H Trade Show merchandise while navigating both ELLE and Premier brand guidelines.

Through cross-functional collaboration with licensing teams, sales, and stakeholders, I ensured cohesive branding and alignment across every touchpoint, delivering elevated quality at scale while staying true to both brands' visual identities.