Clove
The reinvented cult classic
Role: Lead Copywriter
Channels: Paid and organic social, programmatic, video, & website
Collaborating with: Creative, customer support, producers, photographers, & executives
The Campaign
After listening closely to its community, Clove launched a reinvented version of its cult-classic sneaker line, preserving what customers loved while thoughtfully addressing what they had asked for. This wasn't just a product update. It was proof that the brand was paying attention.
Our Strategy
The creative challenge here was a familiar one with higher stakes: how do you excite loyal customers about a product they already own? The answer was honesty. Rather than obscuring the changes behind aspirational language, the copy leaned into the improvements directly, naming each one and explaining what it actually meant for the person wearing them through a twelve-hour shift.
A video campaign starring real healthcare professionals brought those updates to life in authentic, on-the-floor context. The visuals and copy worked in tandem, one showing the experience, the other articulating it.
The Result
The relaunch reinforced Clove as a brand genuinely shaped by its community rather than one that simply marketed to it. Tackling the most-requested fix, quieter outsoles, drove a measurable lift in engagement, sales, and long-term customer retention. It was a reminder that sometimes the strongest campaign insight isn't a creative leap. It's simply proving you listened.