For years, Windsor’s marketing spoke to one version of “Our Girl”—a single, generalized persona. But when the marketing agency introduced new brand personas, it became clear that Windsor’s audience wasn’t just one girl—it was many.
As the New Year’s campaign approached, I saw an opportunity. Instead of a one-size-fits-all approach, I proposed a campaign that would highlight four distinct Windsor girls, each celebrating New Year’s in her own way.
This wasn’t just about campaign messaging—it was about securing a seat for the copy team at the creative table.
The idea was well received by the Creative Director, but it challenged the existing structure. The studio team had always controlled Windsor’s campaigns, and they weren’t eager to share the reins.
By the end, the copy team had officially earned its place in campaign development.
I left Windsor shortly after this campaign, so I didn’t get to see long-term results. But what I did see was a fundamental shift in Windsor’s approach to content collaboration.
While I wasn’t leading this project, it was the first time I saw one of my ideas come to life. It wasn’t just about writing—it was about understanding audience personas, tailoring messaging, and pushing for a more strategic approach to content.
This was the moment that sparked my interest in content strategy—a passion that would later define my career.