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Did you know global butterfly populations have declined more than 30% over the past 20 years due to pesticide use and habitat loss? To raise awareness of this environmental issue, conscious fragrance brand Clean Beauty Collective partnered with EARTHDAY.ORG to support their Save Our Species initiative and create a new, butterfly-inspired scent, CLEAN RESERVE Lush Fleur.

To launch the fragrance on cleanbeauty.com and in Sephora stores nationwide, I worked on a multi-channel campaign that highlighted key information about the new perfume and educated customers about the plight of butterflies.

Clean Beauty Collective also wanted this campaign to have a strong social component so I began by brainstorming the hashtag #FlutterForChange. From there, I crafted clear and balanced messaging for the brand’s website, including SEO blog posts and a campaign landing page. I was also responsible for leveraging influencer and customer-generated content on Instagram to encourage their 40,000+ followers to both purchase CLEAN RESERVE Lush Fleur and #FlutterForChange.

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