For The Lip Bar's 10-year anniversary, I developed a comprehensive brand strategy and omni-channel campaign that generated $1 million in revenue within 28 days — the brand's highest-grossing month in its decade-long history and a new benchmark for social-driven DTC commerce.

The campaign, anchored by the hashtag #ComeSitWithUs, was built around a singular insight: Bawse Lady wasn't just TLB's most iconic SKU — it was a cultural identity. Rather than lead with product, I centered the strategy on community, designing a content ecosystem that invited women to see themselves in the brand and take ownership of the moment.

The work spanned audience strategy, content architecture, community activation, influencer integration, and a phased rollout from November through the February 8th launch. The two-phase approach — Priming then Preparing to Launch — systematically built anticipation, primed purchase intent, and drove sell-through across DTC and retail channels, including Target and Walmart.

The result was more than a revenue milestone. #ComeSitWithUs created a movement — rallying a community of women around a shared identity, generating viral user content, and expanding The Lip Bar's fanbase well beyond its existing audience.

Ready to launch your own social-first campaign for your product-based brand? Grab time with me here.