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#PomeloGirls
Project type
Creative Direction, Creative Strategy
Location
South East Asia
Meeker
Nicole Lee
Role
Creative Director, Art Director
#PomeloGirls was born late 2019. An initiative to build stronger and measurable brand equity through it's audience's native digital environment. It is a philosophy that permeates through it's approach in communications, public relations, visual brand guidelines prioritising the diversity of it's community. #PomeloGirls are celebrities, key opinion leaders, models, fans, customers, brand partners and staff who embody the #PomeloGirls' spirit; fun, fearless wommen who embrace their individual styles.
2020 had two major #PomeloGirls campaigns, Spring Summer and Autumn Winter. Both served as the cornerstone to how the brand carve it's rapport in empowering women of South East Asia through fashion. While the year started with #PomeloGirls SS20 where it saw the brand recruit an ambassador from each of it's territories, Pomelo Fall 2020 was the brand’s first-ever large-scale remote shoot, virtually uniting an eclectic and inclusive roster of 13 personalities, presenting a modern-romantic Fall collection to inspire all Pomelo Girls to celebrate their individuality including Thailand’s leading actress Davika Hoorne.
Today the #PomeloGirls hashtag permeates through Asia on with a strong and loyal following grossing more than 300 million views across Meta and TikTok. Between 2019 to 2022, Nicole collaborated with various teams to grow the IG following from 220k to 880k at the point of her departure.
