Clove
The Clara 1
Role: Copywriter
Channels: Out-of-home, events, paid social, organic social, product, packaging, & website
Collaborating with: Nurse Clara, creative, events, customer support, producers, photographers, & executives
The Campaign
Inspired by Nike's Jordan collection, Clove launched the first sneaker collaboration in the healthcare space. The Clara 1 was intentionally designed and strategically produced to honor an iconic healthcare professional driving real change, both in her community and on the hospital floor.
Our Strategy
From the start, Clara and I connected on a personal level. We were both Korean American, and she wanted the sneaker to carry elements of our shared culture. That conversation led to the heart of the Clara 1: the Mugunghwa flower. As South Korea's national flower, the Mugunghwa represents resilience, a quality that defines every healthcare professional working today.
Every line of copy had to hold two things at once: Clara's warm, down-to-earth voice and the elevated weight of a genuinely historic collaboration. I balanced conversational copy written from Clara's point of view with more sophisticated lines that underscored just how exclusive and one-of-a-kind this moment was for the healthcare space.
The Result
The Clara 1 sold out within a few weeks of launch, drove the highest engagement rates in Clove's history, and laid the groundwork for what would become an ongoing collaboration. The campaign ran across:
Product: Sneaker boxes and collaboration cards
Website: Product description pages and long-form blog posts
Social: Instagram, Facebook, and TikTok
Digital ads: Google and Meta
Out-of-home ads: Bus placements in Atlanta, Clara's hometown
A personal note: the embroidered Mugunghwa carries the story of my own family, who immigrated and persevered through a foreign land. This launch will always hold a special place for me.
Product: Sneaker boxes and collaboration cards
Website: Product description pages and long-form blog posts
Social: Instagram, Facebook, and TikTok
Digital ads: Google and Meta
Out-of-home ads: Bus placements in Atlanta, Clara's hometown
A personal note: the embroidered Mugunghwa carries the story of my own family, who immigrated and persevered through a foreign land. This launch will always hold a special place for me.