USAPRO x Courtney Black 2.0
The brief:
After a first collection with fitness creator Courtney Black, USAPRO wanted the second to go further. The plan was to build on what had worked in round one and improve what hadn’t.
The campaign was built around video from the start. The marketing team and I planned the social strategy around it, and the JustUpstairs Studios team was briefed on every cut needed for launch and promotion. The same branding ran across paid social, Instagram face filters, the website and emails for USAPRO, Sports Direct and House of Fraser.
My role
Campaign design and social strategy, from the campaign identity to every digital touchpoint.
Social strategy. Planned a video-led social strategy with the marketing team.
Video briefing. Briefed the production team on every video needed for launch and promotion.
Paid social. Created the paid ads for every platform.
AR filters. Built Instagram face filters in Spark AR.
Web and email. Updated the website to the new campaign guidelines, and designed emails for USAPRO, Sports Direct and House of Fraser.
E-commerce Assets:
The new look carried through to the website, targeted ads and the launch email. Each asset put the full range on show, from sports bras to leggings, with clear pricing so shoppers could see the value at a glance. Customers met the same updated brand wherever they found it.
