Emmett London Projects.

Emmett London’s average customer had strong brand loyalty thanks to the company’s decision to produce limited runs, the subtle quirkiness of each product and the designer’s attention to detail.

Using the audience profile as a basis, I created a content strategy that involved collaborating with like-minded individuals and companies, with the aim of encouraging readers back into stores or onto the Emmett website. Each story was promoted via email campaigns, with highlights including an interview with Director Charlie Paul regarding the Ralph Steadman documentary For No Good Reason, and early access coverage of Somerset House’s exhibition Return of the Rudeboy. 

Open and click-through rates for email campaigns increased (and bounce rates decreased) thanks to the shift from product-pushing to engaging content, culminating in a record sales year for Emmett’s online store in 2015.