COPPER+CRANE
BEAUTY BRAND EXPERIMENT
OMNICHANNEL CONTENT CREATION
COPPER+CRANE was a startup beauty brand that the internal incubator team (of which I was a part) created at GP in 2017 to serve as a guinea pig--a gorgeous guinea pig--for rapid e-commerce testing and learning.
I was the creative director for COPPER+CRANE. In fact, I was the only full-time creative on the project.
Responsibilities:
website design
email and social creative
messaging
ecomm content
blog articles
old-school mail catalogs
AMAZON
COPPER+CRANE began as a D2C expermiment, but we expanded our scope to include Amazon testing as well.
Amazon sales grew quickly so I prioritized building a brand page. It was, in essence, another website with customized navigation and PLPs.
BRAND ETHOS
The brand director and I had a clear point of view about COPPER+CRANE's ethos that came through in all of our imagery and messaging.
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COPPER+CRANE existed to bring the sensation of a spa escape home so that a customer could turn his/her bath into a personal sanctuary of peaceful escape.
SUCCESSES
After 6 months of marketing (with an extremely small budget), we began to see consistent sales growth.
By the end of our first year, COPPER+CRANE was consistently driving 1,500-2,000 orders a month. And we were on track to break even 20 months after launch—extremely fast by industry standards.
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Leadership determined that even if we could start to deliver a profit for COPPER+CRANE, it would still be miniscule compared to the impact the ecomm marketing director and I could have on the legacy brands.
So COPPER+CRANE was shut down, and we were immediately asked to start building the same capabilities for GP's legacy brands.
