Olivia Rodrigo — GUTS Campaign Ecosystem
Translating a global album and tour into a cohesive product, campaign, and e-commerce experience.
Role
Led creative strategy across e-commerce and campaign development, translating artist vision into a cohesive fan-facing ecosystem
Approach
Built a unified framework connecting album, tour, and merchandise into a single narrative
Integrated content, social, and merchandising into a cohesive fan journey
Execution
Directed creative across product, e-commerce, and campaign rollout
Oversaw on-platform experiences and campaign assets across digital touchpoints
Outcome
Delivered a high-performing merchandise and e-commerce program aligned to album and tour moments
Strengthened fan engagement through cohesive storytelling across product and digital experience
![OLIROD-0046 [GUTS Book Static Assets Pt.1]V1_1080x1920_FULL-R1.jpg](https://images.squarespace-cdn.com/content/v1/602dc4de1d1bee18debb0ecc/2e07c2c5-9d65-4e18-aeef-1acd5ebe0139/OLIROD-0046+%5BGUTS+Book+Static+Assets+Pt.1%5DV1_1080x1920_FULL-R1.jpg)
![OLIVIA-00013-[Evergreen-Vinyl-Content]-Vinyl-Gif+(1).gif](https://images.squarespace-cdn.com/content/v1/602dc4de1d1bee18debb0ecc/d1737d1c-9629-4f57-b143-dffcc333585a/OLIVIA-00013-%5BEvergreen-Vinyl-Content%5D-Vinyl-Gif%2B%281%29.gif)
![OLIROD-0027-[Tour-Hero-Video-Banner]-Mobile.gif](https://images.squarespace-cdn.com/content/v1/602dc4de1d1bee18debb0ecc/a1882fd7-c106-4661-b05c-f80db146d73f/OLIROD-0027-%5BTour-Hero-Video-Banner%5D-Mobile.gif)
![OLIROD-0027-[Tour-Hero-Video-Banner]-Mobile.gif](https://images.squarespace-cdn.com/content/v1/602dc4de1d1bee18debb0ecc/c737891c-522e-455d-9ff9-be49637cd588/OLIROD-0027-%5BTour-Hero-Video-Banner%5D-Mobile.gif)
![OLIROD-0027-[Tour-Hero-Video-Banner]-Mobile.gif](https://images.squarespace-cdn.com/content/v1/602dc4de1d1bee18debb0ecc/085ddf5f-7c2a-4789-82e3-c6326930761a/OLIROD-0027-%5BTour-Hero-Video-Banner%5D-Mobile.gif)
![OLIROD-0027-[Tour-Hero-Video-Banner]-Mobile.gif](https://images.squarespace-cdn.com/content/v1/602dc4de1d1bee18debb0ecc/74044ab4-516a-43ac-910b-f633bfcb2727/OLIROD-0027-%5BTour-Hero-Video-Banner%5D-Mobile.gif)
