Dune Icon: Loupe

  • Dune Icons celebrates the amazing skill and artistry behind the luxury footwear brand. They showcase chic styles that have a timeless charm, adored by everyone who loves a touch of elegance.

  • I got stuck into the whole 360 campaign; writing text for every possible channel.

  • A week after launching, Loupe sandal sales rose by 62%!

Lightbox/ Till Screens; Organic Social

Organic Social

Promotional Email

Instagram Stories

Instagram Stories

Instagram Caption (Influencer Marketing)

We’d like to re-introduce you to the Loupe Family… #DuneLondon #Startwiththeshoes #summersandals

TikTok (Caption below)

AW23: Style Is Eternal

  • With a focus on “eternal style” Dune London launched the AW23 campaign, showcasing the season’s key trends.


  • The overarching strapline was a team effort between me and the editorial manager. Individually, I led the supportive copy and the campaign messaging across all channels, including the press release, ensuring the messaging was consistent throughout every touchpoint.

  • To my amazement - AW23 womenswear in particular - sales increased by 60 per cent a week after the campaign launch.

Editorial

Paid social stills

Email

Paid social video

Instagram Stories

Dune London x Reskinned

  • Aligned with their Responsibility pillar, Dune London teamed up with Reskinned's Takeback Scheme to give Dune’s pre-loved footwear a second chance at life!

  • I brainstormed the tagline and crafted the key messaging comms to light up every corner—from CRM and email footnotes to editorial content, POS, and social media!

  • Dune London already sent thousands of Dune shoes off to their new homes, and the count just keeps on rising!

Affiliate Marketing; Email Footer

SEO Editorial

Tagline; In-Store POS

Instagram Stories

Let’s Dance

  • A campaign like no other! The Strictly stars joined forces with Dune London to launch their SS23 occasion wear collection.

  • Teaming up with a fellow wordsmith, we dove into the creative abyss, cooking up the perfect tagline and crafting messaging that's got our back across the whole spectrum — social media, out of home (OHH) train station video screens and posters, emails, videos, and editorials.

  • The experience was magical, to say the least.

    The project caused a media frenzy and reached St. Pancras station, outlining the transformative power of shoes that just make you feel like dancing. Nadiya & Kai sure know how to draw a crowd! They showed off their skills wearing their fave pieces from the collection.

    It was one of my most exhilarating projects to date; and I thoroughly enjoyed seeing how the campaign turned out!

OOH (St. Pancras Station); YouTube

OOH (Social Competition)

Instagram Stories and Post

joyothecopywriter@gmail.com

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