I freelanced at Hush for three months in a Lead Content Manager role. Here, I was responsible for overseeing tone of voice and content strategy across all touchpoints; from the website and blog, to email, social and the print magazine.
In order to come up with an idea that would drive excitement and engagement with the Hush brand across all channels, I started with the Hush customer and the brand’s core values.
Hush is a brand aimed at women of all ages who like fashion, but aren’t a slave to it. Who want to look good, but don’t want to spend ages doing so. Who want to be comfortable, but not at the expense of style.
They don’t put their customers, and their lives, in boxes – that’s why you won’t find ‘workwear’ or ‘party wear’ as categories on their website. Instead, Hush create clothes for the many roles their customers play. Everything is versatile and practical, but also looks really put together.
There are a lot of cliches out there when it comes to women’s fashion. They often involve a mild obsession with where we’re all going – think dresses to take you from ‘day to night’ or outfits to take you from ‘work to weekend’.
But most of us aren’t in need of such oddly specific outfits. We just want clothes that make us feel incredible. So the idea behind the hush winter campaign was to throw it back to the 70s era of fashion freedom, where anything goes.
Wear sequins by day, rock joggers on the dance floor, take the bins out in a power suit…the rules are, there are no rules.
I worked closely with the Senior Brand Manager and Creative Lead at Hush, as well as an external creative agency, to storyboard the scenarios for our campaign video to ensure alignment with the overall campaign message. The above is a teaser (main video and complementary shorts coming soon). The idea was to create an engaging campaign video that could be sliced up in different ways across hush’s digital touch points – from paid and organic social, to email and online content.
This campaign carried through as a theme for the Winter issue of the Hush print magazine, which is sent out to customers with their orders.
I was responsible for flat planning, commissioning and editing this issue, which covered everything from fashion to culture and travel.
During my time at Hush, I also implemented a new social content strategy in order to increase their engagement and reach.
This work focused predominantly on Instagram and Facebook as the brand’s key channels for growth. I implemented a new posting frequency and schedule, moving the brand away from posting three times a day on Instagram, and optimising for peak times of engagement for their audience.
These included styling timelapse videos (marketed as #hushRestyled), influencer content, and high quality flat lays.
Within three months, average engagements on Instagram posts had increased by +105% and by +29% for Facebook posts.
The role also involved overseeing the strategy for Hush’s online editorial content; managing the content calendar and generating ideas that would drive an increase in traffic to the site, as well as engagement on social.
This article, which I commissioned out to lifestyle journalist, Anita Bhagwandas, generated over 5,000 views – a huge increase from the average 300 views that other hush blog content was generating.
I also planned content geared towards driving conversion, such as this new Hush Restyled franchise; which we repurposed from the successful social video series.