portfolio
BERNARDITA PRUDANT PR, COMMUNICATION & CONTENT MANAGER
HERRERA CONFIDENTIAL GOLD MYRRH
PR, COMMUNICATION & CONTENT - CAROLINA HERRERA
COMMUNICATION PROJECT MANAGEMENT
-Creative project management: overview and production of all the material to de developed and delivered to markets (focus on Middle East). -Influencers guidelines: creative direction of content to be produced by influencers. -Press releases in English and Spanish to cover different platforms: press (online & offline), Instagram, website and newsletter. -Concept text in English and Spanish to explain the meaning of the main ingredient in this fragrance: Myrrh. -Additional texts to extend the storytelling: 1. Q&A with perfumers Veronique Nyberg & Alex Lee 2. Q&A with Beauty Creative Director Carolina A. Herrera 3. «Perfume as DNA»: an examination of the importance of fragrances in Middle Eastern life. -Images: official campaign, packshots, gold fashion looks from the archive, Carolina A. Herrera portraits, perfumers portraits.
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BAD BOY
PR, COMMUNICATION & CONTENT - CAROLINA HERRERA
INTERNATIONAL PR LAUNCH EVENT
-Event production: support and organization of all aspects of the international event: markets attendance with their correspondent influencers and press as guests, follow-up with the event agencies, coordination of all needs during the duration of the event. -Creation of Influencers Guidelines and followup of the Local Events Guidelines. -Creation of press site and support for all PR texts: Q&A’s, press releases, product information, event concept. -Organization of agendas per market and interviews between perfumers and top titles. -Delivery of all materials for online and print coverage. -Report management: written and video.
HERRERA BEAUTY
PR, COMMUNICATION & CONTENT - CAROLINA HERRERA
COMMUNICATION PROJECT MANAGEMENT
-Development support for the communication and influencers strategy of the brand’s new pillar, Herrera Beauty. -Research, benchmark and best practices from competitors. -Analysis of the industry landscape to apply in our own strategy. -Development of communication pieces, from press releases, product info, Q&A’s, press dossier. -Influencers activations and synergies with other brand pillars (fragrances and fashion). -Education and understanding on technical aspects of the products: origin of the ingredients, vegan/non vegan, formulas, and so on. Internal alignment to comply with sustainability and excellency standards imposed by the parent company, Puig.
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VERY GOOD GIRL
PR, COMMUNICATION & CONTENT - CAROLINA HERRERA
INFLUENCERS CAMPAIGN
-Influencer strategy: leading, overview, validation, and follow-up for the Very Good Girl fragrance launch. -Casting validation based on good brand fit and KPIs (ER, reach, conversion rate, audience). -Content creation – paid and non paid – supervision and validation of local productions. -Coordination with the fashion house Carolina Herrera New York for the loan of red dresses to cover all influencers activations worldwide and ensure a unified brand image.
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212 VIP RED COMMUNICATION PROJECT MANAGEMENT
PR, COMMUNICATION & CONTENT - CAROLINA HERRERA
A special collaboration between 212 and RED, the organization founded by U2’s Bono & Bobby Shriver that aims to fight and end AIDS in Africa. -Creative project management: overview and production of all the material to de developed and delivered to markets. -Press releases in English and Spanish to cover different platforms: press (online & offline), Instagram, website and newsletter. -Additional texts to extend the storytelling + Q&A with the organization. -Digital strategy: Creation of the hashtag #BeREDSaveLives to follow up in social media. -Influencers Guidelines and Local Event Guidelines developed in collaboration with a PR agency to establish KPIS and standards for markets to implement locally. -Influencers content creation & local events supervision and validation.
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ELLE GLAMOUR
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HERRERA JASMINE EDITORIAL BRAND CONTENT
PR, COMMUNICATION & CONTENT - CAROLINA HERRERA
Launched in the middle of the pandemic, Herrera Jasmine is a tribute to the brand’s most iconic flower: Jasmine. A symbol of beauty and hope, a reminder to connect with our roots, with ourselves and our loved ones. -Creative direction: storytelling concept and materials. -Press releases in English and Spanish to cover different platforms: press (online & offline), Instagram, website and newsletter. -Images: research of jasmine presence within the brand (fragrances and fashion) and select the most emblematic ones. Creation of still life images specifically for this project. -Video with Beauty Creative Director, Carolina A. Herrera.: references research, brief and script creation.
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KODE WITH KLOSSY FEMALE EMPOWERMENT VIRTUAL EVENT
PR, COMMUNICATION & CONTENT - CAROLINA HERRERA
Under the umbrella of Good Girl and one of the brand’s ESG and core values, female empowerment, we organized an event in collaboration with Kode With Klossy, Karlie Kloss’s coding camp dedicated to teaching young women and nonbinary individuals ages 13-18 the process of building a website, mobile app or data visualization. -Creative direction: storytelling concept and materials. -Press release in English to cover different platforms: press (online & offline), Instagram, website and newsletter. -Script creation for Beauty Creative Director, Carolina A. Herrera and brand ambassador Karlie Kloss. -Event flow organization and creation of the event experiences which included an olfactory demonstration for the students. -Internal meetings with Karlie Kloss’s teams for presentations, event implementation and follow up.
PR & COMMUNICATION – BENETTON & SHAKIRA FRAGRANCES
Influencer marketing -Global Influencer Marketing strategy. -Management of international Global Brand Ambassadors: annual content calendar, strategic actions, organize trips for international events and brand shootings. -Create guidelines and toolkits for markets’ local implementations of influencers collaborations. -Coordinate and supervise campaigns with local markets influencers (scouting, selection, content creation, results report). -Internal alignment with the digital team to give visibility to influencers actions on the brand’s channels.
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BENETTON MEXICO
PR & COMMUNICATION – BENETTON & SHAKIRA FRAGRANCES
Brand events -Creation of guidelines and toolkits for markets’ local implementations of brand events. -Coordinate and supervise events with local markets (proposals, feedback, implementation details, guest list, content creation, results report). -Creative proposals for regional/international events that are organized by HQ, and official presentation to the teams and markets. -360 POV: events that bring together communication strategy, digital innovation, retail presence. -Internal alignment with the digital team to give visibility to the events¡ on the brand’s channels.
BENETTON COLOMBIA
SHAKIRA CHILE
SHAKIRA ARGENTINA
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BENETTON ARGENTINA
PR & COMMUNICATION – BENETTON & SHAKIRA FRAGRANCES
Pr content -Global PR Strategy. -Creative direction to develop PR contents, communication angles, press releases, storytelling pieces, Q&As, and more. -Shootings: coordinate and implement production and postproduction of communication contents / tools with marketing and digital teams. -PR action plans for product launches: from the creative idea, coordination with agencies and internal teams, development of materials, etc. -Total Brand results reports. Daily contact with brands’ licenses. -Digital innovation: working closely with agencies for innovation projects such as AR, digital clones, CGI, NFTs… *Update January 2024: the projects that I’ve been working on since July 2023 are not out yet. The photos are merely illustrative of a past Brand shooting I worked on.
BERSHKA HOMEPAGE
E-COMMERCE PROJECT MANAGEMENT - BERSHKA
CONTENT PROJECT MANAGEMENT
-Management and coordination of all content published on the homepage. -Creative assets production: hand-to-hand work with graphic designers and HTML web developers for the elaboration of all assets needed for new projects. -Project management: Working closely with different departments for brand initiatives, promotional campaigns, marketing activations,, commercial petitions, ecommerce editorial shootings, amongst others. -Digital innovation: constant teamwork with digital product owners for the improvement and evolution of the website's features and function. -Overview and management of petitions from the brand's over 50 markets.
CAMPAIGNS STORYTELLING
E-COMMERCE PROJECT MANAGEMENT - BERSHKA
CREATIVE COPYWRITING
-Creation of storytelling concept and titles for new editorials/campaigns. -Manage petitions from art directors and graphic designers to offer creative proposals according to their references and needs. -Benchmark and research: competitors analysis, social media trends, magazine articles. -Keep up to date with the current landscape, tone of voice and language of the fashion and beauty industry. -Develop ideas that are aligned with our target and brand’s vision. -Promptness and creativity: as some petitions were asked to be delivered the same day.
Homepage
PROMOTIONAL CAMPAIGNS
E-COMMERCE PROJECT MANAGEMENT - BERSHKA
CONTENT PROJECT MANAGEMENT
-Promotional campaigns management: Black Friday, winter and summer sales. -Internal alignment: with branding department for the global graphic proposal, UX for customer journey; commercial for product selection; art directors for studio shooting; marketing for newsletters calendar and content. -Content creation for the homepage: creative campaign implementations on the website, from the main page, to product pages. -Newsletters: coordination of the product to be highlighted, from meetings with the commercial team to define categories/product, to organize the shooting with the studio (art directors, stylists, photographers involved). -CRM: artwork adaptations for this channel.
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BRAND INITIATIVES
E-COMMERCE PROJECT MANAGEMENT - BERSHKA
CONTENT PROJECT MANAGEMENT
-Branding and innovation projects across departments: e-comm content project management to incorporate them in our channels (landings, homepage, newsletters). -Collaborations: with artists (C.Tangana, María Pedraza, Beatrice Vendramin, Danna Paola, Steve Aoki), institutions like El Prado Museum, platforms like Netflix. -Digital collections: partnerships with Dressx for the launch of Smiley (phygital collection) and Holidays (only digital). Launch of the Virtual Showroom with 3 different universes and digital clothes. -Custom Lab: adapting content from our personalization pillar to our digital channels. -Leading and development of landing pages with UX, web developers, marketing and communication – copywriting for these projects.
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