Dick's Sporting Goods

Spring/Summer 2015 Lookbook

CALIA by Carrie Underwood is a new line of fitness lifestyle apparel launching in March 2015 exclusively at DICK’S Sporting Goods. 

My role as copywriter was to infuse Carrie's fun and personal tone of voice into the copy for the Spring/Summer Lookbook.

Creative team: Suman Patnaik, Anne Askew, Catherine Schier, Kristen Murphy.

calia lookbook 2015

2016 Snapchat Takeover

As part of the Spring 2016 digital media plan, CALIA by Carrie Underwood ran a 1-day, 5-part “takeover” on People’s Discover channel on Snapchat. The strategy was to generate brand awareness by creating buzz around Carrie and CALIA in the aftermath of Carrie's nomination for Female Vocalist of the Year in the Academy of Country Music Awards.

Results: The average view time of the "Carrie Under Cover" videos on the takeover (4.76 seconds) was almost double the Snapchat benchmark of 2.6 seconds, implying active interest in the content and brand.