CLAIRE’S X DEAR CLAIRE
Recognizing the importance of mental health awareness among their tween/teen consumers, Claire's, the renowned retailer, embarked on a progressive initiative. They decided to create an engaging and thought-provoking talk show specifically focused on addressing mental health topics.
We collaborated with Claire’s to develop a digital series, Dear Claire. The series aimed to bring young people together to discuss important topics by asking a series of questions that unlock hyper-personal anecdotes and inspirational takeaways. The show was anchored by two hosts, actress and dancer Ava Michelle Cota and Zolee Griggs, and real teen guests.
Through close collaboration with Claire's, we identified their target audience's interests and concerns to provide them with an authentic platform for genuine conversations about everything from self-love, creativity, and personal style to friendship. The series meets young people in their space and connects them virtually to talk about one of four topics: self-love, creativity, personal style, and friendship.
RESULTS:
The series has been well-received by young people, with over 1 million views to date.
Participants have said that the series has helped them to feel less alone, learn more about mental health, and develop coping mechanisms.
The series was featured in Ad Age and Glossy.
CONTRIBUTIONS:
Crafted compelling strategy and insights to demonstrate to the CMO why the talk show was a logical and beneficial venture.
Collaborated with the Creative Director to shape the show's format and structure.
Played an integral role in casting, suggesting suitable host and guest talents that perfectly aligned with the overarching strategy.
Presented additional strategy ideas, including live streams and social support, to enhance the show's reach and impact.