2014 · Styleicona · Founder & Creative Director (£90k Raised)
Creator & Influencer Video Campaigns
Architected and directed multi-creator video campaigns in partnership with UK fashion vloggers, guiding creative briefs and video integration to drive platform adoption.
Leadership Role
Founder & Creative Lead
Guided campaign direction, influencer creative briefs, and platform UX alignment for the UK soft launch.
Venture Capital
£90k Seed Funding
Backed by retail accelerator TrueStart to scale user-generated content, mobile adoption, and retail partnerships.
Campaign Reach
3,500+ OOTDs Uploaded
Generated over 332,000 opinion votes and 5,000+ brand tags across UK high-street fashion communities.
Campaign Strategy & Execution
Translating creator authenticity into organic platform adoption
01 / Concept
Creative Concept
Devised the core video campaign framework centred around real-world high-street shopping sprees and organic outfit polling, steering clear of rigid, traditional ads in favor of genuine audience engagement.
02 / Outreach
Talent Scouting & Briefing
Identified and onboarded UK YouTube fashion vloggers (including Becca Rose, Helen Melonlady, and Tasha Green) whose audiences matched the target demographic. Provided open creative briefs that gave vloggers full editorial freedom to present the app naturally in their own style.
03 / Experiential
Large-Format Digital Placement
Partnered with Land Securities at Trinity Leeds Shopping Centre to extend the campaign into high-footfall retail environments. Designed and produced digital signage ads showcased across large-format screens throughout the mall, amplifying online creator video campaigns within physical retail spaces.
04 / Growth
High-Intent Engagement & Growth
Leveraged multi-creator video activations to generate over 332,000 crowd-sourced opinion votes and 3,500+ outfit uploads during the soft launch. The campaign captured high-intent retail signals through 5,000+ brand tags submitted across major high-street labels including Topshop, Primark, and New Look.