ETC partnered with MVP (Most Valuable Promotions) for the highly anticipated Amanda Serrano vs. Katie Taylor fight, aiming to elevate women in sports through strategic brand activation.
The challenge was creating an unprecedented influencer engagement campaign that would humanize ETC's brand and drive authentic social media sharing—something the company had never achieved before.
My role involved complete creative direction of the PR campaign, from conceptual development through execution, transforming ETC's approach to influencer relations and brand perception.
Contributions:
Creative Direction: Developed the complete visual identity and messaging strategy for custom PR boxes designed to "POP" with a fun, engaging aesthetic that would compel social sharing.
Product Design: Created custom t-shirts and crewnecks with strategic messaging, moving beyond traditional logo placement to designs with broader appeal. Developed the campaign hashtag #ETCShowsUp to unify social engagement.
Brand Experience: Designed matching thank you cards for personalized handwritten notes, adding a human touch that would differentiate ETC from competitors and foster genuine influencer relationships.
Production Management: Collaborated directly with vendors to ensure quality execution, researching optimal materials and selecting puff paint techniques to enhance the tactile and visual impact of the merchandise.
The campaign exceeded all expectations, marking the first time in ETC's history that merchandise generated organic social engagement, with followers actively requesting products—a testament to the power of thoughtful creative direction in transforming brand perception.
Videos from influencers showcasing PR Boxes & merch
