Sorry For Patty’s Rocking: St. Patrick’s Merch Roll-out Campaign
USC Purple Store
Creative Directing | Campaign Management | Retail Launch | Social Media Management | Content Creation
Video Credit: USC Purple Store
Target Audience Comment:
“This is the coolest thing I’ve ever seen."
The Context
St. Patrick’s Day is one of the most competitive retail periods on campus, where the Purple Store must stand out not only against the university bookstore but also external clothing brands. The challenge was to position the Purple Store as the coolest and most culturally relevant brand on campus during a high-demand, high-noise moment.
Campaign Strategy
We centered the campaign around one core idea: sell the party, not just the product.
Inspired by nostalgic 2016 house party culture, we created a campaign that allowed students to see themselves wearing the merch in real social settings. I led the campaign end to end—developing the creative direction, building a cohesive party-themed visual identity, and executing the full rollout across content, in-person activations, and merch drops.
From photoshoots to TikToks to pop-up experiences, every touchpoint reinforced the same message: this is what your St. Patty’s looks like.
Behind-the-scene
What I Did
Directed the full campaign from concept to execution
Developed the creative concept and moodboard
Wrote scripts and storylines for campaign content
Cast and directed models for photoshoots
Oversaw shoot production and visual direction
Planned and executed merch rollout strategy
Coordinated pop-up store activations on campus
Created and scheduled Instagram and TikTok content
Managed engagement strategy to maximize reach and interaction
Campaign Impacts
Sold Out
3 product lines within 10 days
+87.6%
increase in engagement driven by content and activation strategy
+55.9%
follower growth across campaign period