OBJECTIVE: Relaunch Herman Miller’s most iconic product, the Aeron chair, after 20 years—reinvigorating brand affinity and driving sales.

 

MY ROLE: Content Strategist

 

• Developed global product launch strategy across brand’s ecosystem of owned, operated, and paid media channels

• Wrote sample campaign copy for multiple channels: print, digital, video, social media

• Conducted 2-month research phase, gathering input from global stakeholders (i.e., wholesale distributors, retailers, enterprise accounts, and consumers)

 

OUTPUT: Original Campaign Photography