Lush House @ SXSW
As part of Lush’s bold stance in the ‘big tech rebellion,’ we made the decision to leave Instagram and TikTok in 2022, driven by concerns over inadequate platform regulations and their impact on young people’s mental health. To further this conversation, we launched a brand activation at SXSW in Austin, positioning Lush as a thought leader in the tech space and boost brand awareness via global coverage and IRL engagement.
My role
Strategy, copy and event programme lead
Key contributions
Trend Report Collaboration: Partnered with The Future Laboratory to create a trend report exploring the future of digital engagement. Presented insights at SXSW through a high-profile panel discussion.
Event Programming: Curated a compelling 4-day schedule of panel discussions and keynotes, featuring industry leaders such as Facebook whistleblower Frances Haugen.
Copy and Positioning: Led on customer-facing positioning and crafted all copy for the activation, ensuring it resonated with the audience and reflected Lush’s bold stance.
Social Media Content: Conceptualised and wrote Instagram posts to share key takeaways from the trend report, emphasising Lush’s reasons for stepping away from major platforms.
