Content Manager
& Digital Copywriter
based in Amsterdam.
︎︎︎Worked with brands such as
Tiktok, Head & Shoulders, Aussie,
Melissa, O Boticário and Oral-b.
︎︎︎Get to know me
︎ ︎︎
Youcom
︎︎︎ A fashion brand created by Lojas Renner. A highly renowned fashion brand in Brazil and Latin America established a platform called ConsumerLab to connect with younger individuals and their fashion expressions, and that’s how Youcom was born. They have over 700K Instagram followers and over 400K on TikTok.
︎︎︎ A fashion brand created by Lojas Renner. A highly renowned fashion brand in Brazil and Latin America established a platform called ConsumerLab to connect with younger individuals and their fashion expressions, and that’s how Youcom was born. They have over 700K Instagram followers and over 400K on TikTok.
Gen Me Collection
The campaign focused on revamping the brand's image and resonating with a younger TikTok audience while staying true to its core identity. So, I crafted a naming process for the collection that playfully reimagined the popular term 'Gen Z,' which is dominant on digital platforms now, leading to the name 'Gen Me.'
Our goal was to foster connections and celebrate the individual identities of young people, reflecting their desire for self-expression and a sense of belonging while embracing the diverse 'me's' that make up this generation.
The campaign focused on revamping the brand's image and resonating with a younger TikTok audience while staying true to its core identity. So, I crafted a naming process for the collection that playfully reimagined the popular term 'Gen Z,' which is dominant on digital platforms now, leading to the name 'Gen Me.'
Our goal was to foster connections and celebrate the individual identities of young people, reflecting their desire for self-expression and a sense of belonging while embracing the diverse 'me's' that make up this generation.
︎︎︎ In addition to developing the campaign's name and tone of voice, my responsibilities included leading the copy team, integrating insights from our community into the editorial shoot, and conceiving a comprehensive 360-channel strategy for the campaign launch. With a strong emphasis on our TikTok users, I crafted a storytelling narrative featuring two Brazilian Gen Z influencers as the faces of the entire activation on our official platforms and their own channels.
︎︎︎ This generated significant excitement among our younger followers, and "gen me" almost became a new slang for teenage girls within the brand's community.
︎︎︎ This generated significant excitement among our younger followers, and "gen me" almost became a new slang for teenage girls within the brand's community.
@youcom
Captions [EN]
Ready to slay in some Gen Me fits? We wanna know your top picks from the new collection. And guess what? They can be yours by downloading our app or shopping in our website. Go grab 'em!
Captions [EN]
Ready to slay in some Gen Me fits? We wanna know your top picks from the new collection. And guess what? They can be yours by downloading our app or shopping in our website. Go grab 'em!
@youcom
Captions [EN]
The new Gen Me collection translates fashion as a form of expression, experimentation, and self-affirmation. Fire fits are available exclusively on the website and app for you. Secure your goods 🖤
Captions [EN]
The new Gen Me collection translates fashion as a form of expression, experimentation, and self-affirmation. Fire fits are available exclusively on the website and app for you. Secure your goods 🖤
Graffiti Collab
The Graffiti collaboration was a social project that provided a platform for 3 graffiti artists from a Brazilian favela to create prints and pieces for all the products launched in this campaign. Every item sold in the store contributed to raising funds to support artistic initiatives within the community.
︎︎︎ To achieve this, I developed a campaign strategy that offered a close look into the daily lives of each artist, allowing followers to get closer to them as individuals who use art to navigate their challenging living conditions. My main responsibilities were leading the copy team, crafting our social media calendar, supervising the editorial shoot with a crush on production, and creating copy for our branded content on all platforms.
︎︎︎ The collection was a resounding success and brought significant attention from various journalistic platforms, further putting a spotlight on the favela and its talented artists. The pieces sold out quickly, giving us the opportunity to create a second phase of this collaboration, which had the potential to make a meaningful difference in the lives of these artists.
Caption [EN]:
The moment we've all been waiting for has arrived: Graffiti Collab is here! Another project from Youcom Change, our sustainable and responsible initiative that showcases incredible co-created prints with artists from the Bom Jesus community in Porto Alegre ❤️ Get your favorite designs through our website, the new app, or at our nearest store, and let's be part of this artistic movement together!
The moment we've all been waiting for has arrived: Graffiti Collab is here! Another project from Youcom Change, our sustainable and responsible initiative that showcases incredible co-created prints with artists from the Bom Jesus community in Porto Alegre ❤️ Get your favorite designs through our website, the new app, or at our nearest store, and let's be part of this artistic movement together!