Hillary Alexandre

The challenge was to mark BBC’s 20th anniversary with a tentpole partnership that elevated the brand from streetwear into prestige. We also had to acquire and educate a luxury audience through a distinct campaign POV that balanced the BBC’s cultural identity with Moncler’s luxury ethos, while driving customers toward products priced at 3x the BBC’s average.

I built a unified messaging and visual system across global distribution, digital commerce, OOH, motion, and an elevated preview experience. I strengthened cultural authority through music and entertainment talent, layered brand and product storytelling, and sustained visibility through paid media and creator-led content.

We beat brand lift benchmarks, drove 10 million impressions, 10% ER, and over 45% new site traffic. We sold out key items in 2 weeks and built new luxury KOL relationships.

Keys Soulcare needed an ownable cultural moment that deepened emotional relevance while driving consideration. The opportunity was to enter an established platform without disrupting its intimacy, using authentic conversation, episodic content, creators, and owned channels to move audiences from discovery to participation and commerce.

I let conversation carry the brand, with commerce as a natural extension. I built a three-part creator conversation series, amplified through social, CRM, and owned channels, then connected the experience to a limited eCommerce bundle featuring Keys Soulcare and partner products.

We drove 4 million impressions, exceeded engagement rate benchmarks by 10%, increased new site traffic by 25%, and grew the brand’s audience by 35% during the campaign period.

The opportunity was to move beyond product and logo recognition by defining the cultural territory the Yankees and BBC could credibly share. The launch needed to connect sport, fashion, and culture in a way that felt meaningful, while staying authentic to each brand’s distinct identity and audience.

The goal was to make New York the connective idea, not simply the backdrop. We positioned the collaboration as a cultural story rooted in the city, then scaled it through locally resonant content, talent, community, and retail moments, with mass awareness driven by DOOH, OOH, and paid social.

The campaign transformed shared New York equity into a cultural platform spanning sport, style, and community. We connected storytelling across content, PR, social, retail, and commerce, expanded discovery, and drove over 50% sell-through in 2 weeks.