River Valley Worship
It all began with a goal: promote River Valley Worship’s online merchandise pop-up shop. Then came the idea—create a photoshoot. Then the models, the photographer, the art director, and project manager. Before we knew it, the shoot was done, the content was created, and the digital social campaign was birthed.
The Story
For the past few years, River Valley Worship has released a new album of music as they spend the year writing and producing songs for Minneapolis-region mega church River Valley. For 2019, the merchandise pop-up shop was going digital—a 24-hour, first-come-first-serve experience to hype up the 3 featured items and raise awareness for the upcoming album release Spring 2020. The project at hand was to create a promotional campaign raising awareness for the July 2 pop-up shop, drive traffic to the online store, and increase sale of merchandise from the year prior. Challenge accepted.
Role
Strategize digital direction of pop-up shop, creatively direct photoshoot plan, coordinate photoshoot execution, schedule and execute social media campaign across Facebook, Instagram, and Twitter leading up to campaign reveal.
