Feed the Odd
Throughout this campaign process, I didn’t just research Oddli, I got to know them. From their vibrant aesthetic to their community-centered business model, Oddli isn’t a typical fashion brand, and that’s exactly the point. They’re here to make sustainability fun, building a community that feels like your favorite group chat.
What stood out most in my research was how Oddli’s followers aren’t just consumers, they’re heavily creators. On TikTok, users tell stories about their favorite Oddli pieces, share behind-the-scenes of their styling process, and show up for each other in the comments. On Instagram, there's a carefully curated ColorGrid that mirrors the playful-yet-intentional tone of their clothing. The brand is clearly built on values. Their use of upcycled materials, ethical production, and a commitment to being “odd” in the best way possible. But there was room to take that energy even further, especially in terms of campaign structure and collaborative storytelling.
That’s where the Proudly Odd campaign comes in. I designed a campaign that’s not just about boosting numbers, but deepening Oddli’s already strong presence. By tapping into voiceover TikToks, styled Reels, and Close Friends content, this campaign invites Oddli fans to join the brand, not just follow it. We introduced a limited-edition Pride drop, and interactive moments like “Odd Polls” and Instagram story takeovers that encourage people to not only wear their values, but express them.
What makes this campaign different? It celebrates the quiet kind of confidence—being proud of what makes you unique without needing to shout. It’s driven by Oddli’s existing voice, but elevated with a clear strategy and visual consistency that fits naturally into their current platforms. Every post was imagined to feel like a personal message from a friend, not a brand yelling into the void.
What I’ve learned is that successful social media isn’t about being everywhere at once, it’s about being real in the right spaces. My campaign asks the Oddli team to lean into that. Prioritize people over performance. Tell stories that matter. And let your audience help write the next chapter.
In the end, social media strategy should feel like storytelling with a plan—and Proudly Odd is ready to turn the page.
