The FW '23 Aries Rising Collection was the debut campaign for Ova (a start-up fashion brand), structured as a two-part initiative to build brand awareness, define its target audience, and establish its identity as a niche, fashion-forward brand.

​

Part One:
The initial campaign focused on launching Ova’s first collection with an omni-channel strategy centered on brand awareness. Four colorways of two signature dresses were styled in three distinct looks each, showcasing their versatility and edgy, cool-girl appeal. Shot in a Miami studio with character, the visuals combined product photography for e-commerce needs with editorial-inspired shots to convey the brand’s elevated aesthetic. Styling details like lace gloves and cowboy hats reinforced the brand’s unique identity, while varied looks demonstrated the adaptability of the pieces.

​

The approach was intentionally broad, allowing for audience testing and insights. The goal was to gauge engagement across different demographics and pinpoint Ova’s core customer base.

​

Part Two:
Building on the success of the initial campaign, the second phase doubled down on key findings. Data revealed Ova’s core audience as "fashionistas"—Gen Z and young millennial women aged 18–30 who value edgy, trendsetting designs and versatility. Additionally, the red lace dress and matching headscarf emerged as the best-selling pieces of the collection.

​

The second campaign featured refreshed visuals with new models, focusing on the red lace dress and headscarf to amplify their appeal. Leveraging a refined omni-channel strategy, including targeted social media, email marketing, and retargeting efforts, the campaign deepened and expanded engagement with Ova’s core audience and built brand awareness.

​

Since the red lace dress performed exceptionally well, I also shot additional content for the Tie Front Dress, aligning it with the same creative direction as the first shoot to appeal to the “fashionista” audience. The result was an increase in social media followers and a boost in sales, further solidifying Ova’s presence within the niche fashion space in Miami.

​

The results were remarkable: Ova started establishing itself as a rising fashion brand, gained credibility with features like Alabama Barker wearing the collection for her birthday photoshoot, and achieved a video ad click-through rate of 20.18%, driving substantial social media growth and engagement.

​
See "Marketing: Ova" section of Portfolio to see metrics.