Case Study: J.ING —
International Women’s Day Campaign
Client: J.ING
Date: March 2021
Goal: Boost brand engagement and drive sales during a key seasonal campaign
The Brief
J.ING, a women’s fashion brand, needed a powerful campaign for International Women’s Day that would resonate with a global audience, celebrate individuality, and drive both engagement and product sales.
My Role
I was responsible for:
- Concept development and storyline creation
- Writing the campaign slogan: “Be Your Own Kind of Beautiful” and “No matter your title, we are all simply beautiful.”
- Collaborating with the creative and video teams to align copy with brand visuals
- Ensuring messaging reflected both empowerment and style inspiration
The Copy Strategy
I aimed to craft a message that celebrated self-expression while subtly tying back to the versatility of the J.ING collection. The phrase “Be Your Own Kind of Beautiful” positioned beauty as a personal, authentic journey—mirroring the diverse women featured in the campaign visuals.
Key tone & voice priorities:
- Inspiring, not preachy
- Polished but emotionally resonant
- Brand-consistent but distinct for the occasion
The Results
The campaign video garnered:
- 43,000+ views on YouTube
- Strong brand sentiment during and after launch
- A measurable spike in traffic and conversions on the featured collection
Takeaway
This campaign demonstrated my ability to craft emotionally resonant messaging that aligns with visual storytelling and drives results. It was an exciting opportunity to merge brand voice, seasonal relevance, and audience empathy into one compelling campaign.
Ashley Holguin 