Clove:
Solo
This campaign celebrates the launch of five new sneakers in a brand new style, SOLO the single elastic band. As the brightest launch Clove has done to date, we featured real healthcare professionals who are making waves in their own communities.
The
Brief
The Process
The
Finale
To celebrate and market the launch of Clove’s first high-vis sneaker collection, create a campaign that is authentic, colorful, and speaks to the healthcare professional community in an empowering way.
As Clove’s lead (and only) copywriter, I shaped the entirety of this campaign’s voice with the creative team. The brand’s DNA is to support the healthcare community, so I knew we had to surround the campaign around real people and genuine stories.
The tagline became: The Brightest Support In Healthcare. The customer often searches for striking sneaker colorways as that’s usually the only way to express each unique style with uniform scrubs — the tag speaks to how Clove hears their community, describes the collection for what it is, and winks to a play on words by revealing that it’s actually the healthcare professional that is the “brightest support” for their patients, 365 days a year.
With 5 eye-catching colorways, I interviewed and crafted 5 long-form and short-form stories by partnering with healthcare professionals with one-of-a-kind narratives. From a CRNA for over 60+ years to a medical student advocating for the LGBTQ+ community, each line of copy was empowering, unapologetic, and thumb-stopping.
I wrote for every asset that went live in the real world, including:
Product: sneaker boxes, cards, and matching totes
Website: product description pages, long-form blog posts
Social: Instagram, Facebook, TikTok
Digital ads: Google, Meta
Out-of-home ads: digital monitors in NYC, bus stops in Philadelphia
I led the social media strategy and team for this launch, recording video content and creating a reverse hype cadence that teases each sneaker until the final reveal.
Clove was able to sell out of all sneaker styles within one week of the campaign, allowing the brand to restock and relaunch two more times in the following year.
