Eldest Daughter Club x Love, Bonito
+141% engagement rate against the brand baseline.
A collaboration with Eldest Daughter Club, a community leading the growing conversation around eldest daughters, to celebrate a shared experience that aligned with Love, Bonito’s commitment to empowering women.
At a glance
- 01PositionIdentified the growing conversation around eldest daughters and partnered with a community leading it, connecting the theme to Love, Bonito’s focus on empowering women.
- 02CreateDeveloped a fashion edit around the concept, “Discover staples as reliable as you.”
- 03ActivateLaunched the collaboration through social content, creator outreach, and a scripted Reel series.
- 04Result+141% engagement rate against the brand baseline, with 350K+ accounts reached.
The challenge
Love, Bonito was already an established fashion brand in Asia but was still building its community among the Asian diaspora in the US.
The challenge was to reach an audience that could identify with the brand’s values, beyond simply introducing them to its products.
The solution
As conversations around the eldest daughter experience gained momentum, I saw an opportunity for Love, Bonito to join a cultural conversation that aligned naturally with its focus on empowering women.
Rather than build a campaign around the trend independently, we partnered with Eldest Daughter Club, a community already leading the conversation and giving recognition to the roles eldest daughters often take on.
Reliability became the connection between the cultural insight and the product. The campaign message, “Discover staples as reliable as you,” celebrated women who are often the people others count on, while introducing wardrobe staples they could count on in return.
Building on Love, Bonito’s Ready To Live positioning, the fashion edit was organized around four themes: Ready to Work, Ready to Play, Ready to Conquer, and Ready to Move. The collaboration launched ahead of Eldest Daughter’s Day, supported by a scripted Reel series and creator outreach.
The result was a campaign rooted in a conversation people already cared about, with a creative idea that connected the community’s experience to Love, Bonito’s values and products.
My role
- Conceptualized and led the collaboration between Love, Bonito and Eldest Daughter Club.
- Developed the campaign concept and social content strategy.
- Coordinated outfit selections and provided shoot direction.
- Briefed the website collection and product listing pages, including wireframes.
- Developed the scripted Reel series.
- Led creator outreach to support the Eldest Daughter’s Day campaign.
Content produced
A scripted Reel series and creator outreach campaign
Key visuals
On site
Fractional Head of Social