PUBLIC RELATIONS
Holiday Hauls
December 2023
In wrapping up 2023, I collaborated with our external PR agency to target 23 influencers with cozy, holiday-ready gift boxes. I curated trend-forward outfits and built custom “buckets” tailored to each creator’s personal style, diving into their social feeds to ensure every piece felt intentional and on-brand.
The boxes featured handpicked cold-weather apparel, wintery accessories, festive treats like candy canes and hot cocoa, and a standout seasonal touch: a light-up LED Christmas stocking. I led the outfit curation, built the style breakdowns, requested product, and sourced the international stocking order — coordinating pricing, colorways, and delivery with a China-based vendor.
From apparel selects to festive touches, each detail was crafted to deliver a campaign full of personality, charm, and holiday spirit.
Social Media Highlights
Spring Break #WithTillys
May 2023
In March 2023, I led a dual-gender PR campaign targeting college-aged content creators for Spring Break. I selected trend-forward product, designed custom branded stickers and box inserts, and assembled all 58 boxes (44 women, 14 men), including handwritten notes in each.
To inspire organic posting and reinforce brand authenticity, I sorted creators into five outfit “buckets” based on their social media aesthetic and fashion sense. I managed all product shipments and led the marketing team in sorting hundreds of items by size and style.
The campaign generated 12 Instagram posts (300K+ combined reach), 14 stories, and 9 dedicated TikToks (240K+ reach). We wrapped with a TikTok giveaway to build buzz and engage fans beyond our creator list.
Custom stickers
PR box insert
Social Media Highlights
Air Milkshake Gifting Suite
March 2023
In partnership with Air Milkshake, an LA-based creative agency, I spearheaded a large-scale PR send featuring Reebok, ’47, and Full Tilt and RSQ swim (two Tillys private labels).
I coordinated product sampling in advance, ensuring key styles were on display at Air Milkshake’s Spring gifting suite on March 28th, which hosted 111 creators with a combined reach of 21.8M and 9.7M across Instagram and TikTok, respectively. Notable attendees included Charlie XCX, Barbie Ferriera, and Hayley Law.
Influencers hand-selected their favorite items, and I handled the rest: ordering product, sorting by style and size, designing custom box inserts, and personally packing and assembling a total off 118 PR boxes, each with a handwritten note. This campaign required extensive project management, supply chain coordination, and meticulous organization in the weeks before and after the initial suite.
The Tillys x Air Milkshake Gifting Suite ultimately generated 30+ Instagram posts and 30+ stories, reaching a combined audience of 4.5M.
PR box insert
Suite display
