Tara Gardner

I conceptualized the campaign and strategized content and its deployment across Harrods and TOM FORD channels, liaising with the TOM FORD and in-house Harrods teams. I teamed up with six top-tier global influencers who were invited to share their ultimate vacation fashion and beauty looks, choosing from Harrods and TOM FORD products, to celebrate the launch of a new TOM FORD fragrance sold exclusively at Harrods. My team captured video and still content on location in Positano, Italy, along with interviews and soundbites. We also provided the experience for the influencers, pairing them with their own photographers to amplify the content on their own channels throughout.

The content was deployed across all Harrods' touch points, from in-store assets to an exclusive hub showcasing the mix of content and commerce. As Harrods' 1st social campaign, the initiative had extensive coverage via Harrods, TOM FORD, and influencer channels, garnering a record-breaking combined global reach and creating a benchmark for both Harrods and TOM FORD on digital content partnerships.

I was brought in as a social media consultant to analyze Reebok's social media and create a robust, wide-reaching strategy, including a plan to manage its many global handles. With a new, high-profile creative director at the helm, one of the challenges was evolving the aesthetic and showcasing the new direction without alienating existing fans of the brand.

My in-depth social media strategy included actionable sub-strategies per channel, global handle assessments and recommendations, and brand techniques covering content recommendations, tone of voice, and a style guide. At a challenging time for the brand, this strategy was highly successful; it boosted engagement rates and impressions and increased its reach by 30% year over year.

Harrods is a leading retailer based in the UK. Seeking to elevate its offering to compete with other leading luxury online retailers such as Net-a-Porter, I created a strategy for rebuilding its existing content platform. I leveraged a modular responsive system that seamlessly integrated commerce modules—we were one of the 1st retailers to use Quickshop —and gave flexibility to layouts and mixed-media storytelling. I also created a strategy for dynamic content feeds on product detail and listing pages based on a specific taxonomy, creating a more fluid journey and user experience in the purchase funnel.

These improvements, paired with a robust SEO strategy, garnered significant results. In the 1st six months of launch, the AOV increased threefold for those browsing content rather than shopping from the eCommerce site. The design strategy was so groundbreaking that other notable retailers replicated it.