COPY WRITER + PRODUCER

Dove Men+Care wanted to celebrate a new definition of masculine strength, one where showing care for yourself and others is the hallmark of a more modern, more rounded, and more authentic masculinity. I was responsible for copy editing the creative strategy deck and creating the influencer briefs for pre-production inclusive of client approved script and storyboards.

The campaign centered around a custom video that beautifully chronicled a young man's, comedy influencer James Henry (120K), preparation for a big milestone. The co-branded content sparked meaningful interactions across social media while receiving widespread praise for its authentic storytelling.

This campaign saw a total of 8MM impressions, 645K total views and 9.5% influencer engagement. The posts on Blavity’s social page saw a 28% higher engagement than benchmarks, while on James Henry’s page, it was 7x higher than his usual posts, highlighting its strong connection with viewers.

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