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Banana Republic

International Women’s Day

We partnered with poet, screenwriter and artist Chinaka Hodge, who wrote a custom spoken-word piece for our March campaign. First, we created an IGTV formatted video fit for mobile experience, which became our top performing IGTV content on the @bananarepublic channel.

For social, our 3 man team created an exclusive run of product designed with her powerful phrases from the spoken-word piece. The social-only capsule collection was all made with product from our P.A.C.E program (BR’s female education and empowerment program in partnership with CARE.org).

We designed the pieces in house and worked with a sustainably-minded, local, mom-and-pop printing company to screen print and stitch Chinaka’s quotes onto the BR x P.A.C.E garments.

The small batch of product and was only available through social media and gifting to boundary-breaking creatives, celebrities and friends of the brand. In the packaging for each product was a postcard explaining Chinaka’s story, with a QR code to watch her campaign video.

On International Women’s Day we shared a powerful snapshot from the film with text overlay quoting her empowering words, announcing our $100,000 donation to @care in support of P.A.C.E.

The Instagram capsule collection giveaway garnered over 230 entries, while content received 164,430 reach and resulted in 172,927 impressions. Overall coverage of the campaign garnered a total 88,976,849 media impressions.

A M P L I F Y V O I C E S

In light of racial injustices, tensions and deaths in our country and the 2020 Black Lives Matter movement, BR pledged to use our Instagram channel to amplify the voices our Black community, posting thoughtful but uncensored content and stories of both BR's employees and friends of the brand.

We highlighted strong messages, with an authentic, heartfelt, actively anti-racist point of view. In addition to amplifying voices through in-feed posts and IGTV, we used Stories to focus on different resources to enable our community with ways to act, listen, learn, donate, sign and more.

We committed to long term support of these narratives and due to the power and engagement driven by the content, Amplify Voices content expanded to email and website. We have also grown the franchise to include other disenfranchised minority groups such as our LatinX and LGBTQ+ community and friends of the brand.

To bring this series to life on social, we were sourcing community members, hosting virtual interviews, coordinating photoshoots, and photographing and videoing subjects when needed.

Love is the Message - Lockdown 2020

This story featured Nicole Wiesmann, Head of Men’s Design at Banana Republic and husband Sean Green, NBA alumnus. The brief was to market our new masks (a style we backed into with scrap fabrics when lockdown began) and suiting, (which was not selling for obvious reasons). Our concept was at the angle of “a summer ‘20 date night in San Francisco”, complete with looks you can take from your back porch to your al fresco dinner reservation—masks and all. I shot above photography and wrote interview-style prompts which we formed into a marketing email, social and blog post.

The content out performed all campaign content for the month. This top performing content exceeded our average engagement rate benchmarks by a 160% increase. It was one of the top performers of all time in terms of Link In Bio website clicks, with a 1768.12% increase from our average web clicks. With almost 500,000 impressions on just one post, it exceeded our average here by 125.849%. As for the Instagram Shopping metrics, the product in the post received 8,591 product page taps, a 119.606% from the brand’s average on the channel.