Case Study: CNN Create x Ralph Lauren

 
cnn create ralph lauren

The Challenge

Ralph Lauren wanted to raise awareness among consumers aged 30+ around three product campaigns:

  • Earth Polo shirts

  • Pride collection

  • Pink Pony initiative

cnn create ralph lauren pinkpony

The Approach

Assessing audience interests and socially relevant topics, I distilling the concept into 3 branded content articles, each pegged to a theme connected to one of the products:

  • History, Sustainability and Fashion

  • Culture and rights

  • Health

ralph lauren native placement

The Solution

Three articles were written. The target audience was reached through banners, social posts and native placements across CNN.com at key moments:

  • History of the Polo Shirt - Earth day

  • The origins of the LGBTQI+ flag - Pride

  • Overcoming Cancer - Breast Cancer Awareness month

Project Management: Amy Baker, Copy: Oliver Barter