Ariat International

Paid Social & Brand Campaigns

Led Meta and TikTok campaigns that boosted CTR by 25% through iterative testing, partnering with growth and media teams to deliver performance-driven creative while reinforcing Ariat’s premium lifestyle positioning.

My role: Creative direction, messaging framework, design system for assets, shoot direction, motion toolkit, and channel adaptations (OOH, site, lifecycle).


Why it worked: Insight-led storytelling + a repeatable content engine (UGC + short-form video) that scaled across surfaces and seasons.

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Intergrated campaigns

Strategize, conceptualize and execute integrated, omni-channel campaigns for various product offerings across print, social media, and digital.

Women’s Work Campaing Launch
I led concept → execution for an integrated campaign built to grow awareness and community around Ariat’s women’s work line. We developed a messaging platform and manifesto (“Work Takes Women”) that celebrated real tradeswomen, then carried it across video, social (paid + organic), email, website community pages, influencer/UGC, and digital ads.

Deliverables included brand story, content system, and a tactical plan for seeding product with creators and surfacing authentic stories (#LiftASister).

Videos

I produced mulitple product and tutorial spots using three structures:

  • Hook → Proof → Payoff: lead with a strong visual task or tool moment, then land fit/tech benefits.

  • Creator POV: tradeswomen talk to camera; branded motion frames and supers carry key claims.

  • Micro-tutorials: 10–15s “show me” clips (lace system, outsole grip, pant fit) with on-screen captions.

My process:

  • Write 3–5 alt hooks per concept; test first 3 seconds, captions, and CTAs.

  • Deliver a modular edit kit (music beds, SFX, supers) to scale output weekly.

  • Optimize thumbnails, keyworded captions, and comment prompts to drive saves/replies.

  • Turn top performers into paid with quick compliance passes and end-card swaps.

Result: A steady stream of creator-led and motion-assisted videos that laddered up to the brand film while feeding performance channels—clarity of message with room to play. (Paid social lifts of ~25% CTR came from this test-and-learn cadence.)

TikTok Video Plan

Trend-native videos built around Ariat outfits.

I produced vertical-first TikToks that followed platform trends—GRWM (Get Ready With Me), stop-motion outfit swaps, and quick “3 ways to wear” edits—pairing each with the newest Ariat looks.

The creative prioritized fast hooks (0–2s), on-beat cuts, trending audio, and bold on-screen supers so product benefits and styling read instantly. Deliverables included a reusable motion template (supers, end cards, cover frames) so the team could spin weekly drops quickly for organic and paid.

Formats I used

  • GRWM: mirror/camera POV + outfit build, captioned steps, end card with product names.

  • Stop-motion swaps: snap/step transitions to cycle boots/denim/tops; beats synced to trending sounds.

  • “3 Ways to Wear”: one hero piece styled three ways; tap-to-shop labels.

  • Micro how-tos: 10–12s clips (lace system, fit, outsole grip) with subtitle-first storytelling..

My role
Concepts, shot lists, styling with the latest drops, editing, motion template design, thumbnail/caption strategy (keywords, saves/comments prompts), and quick variants for paid.