Spring Campaign BTS w/ our Social Media Specialist
Q&A with Lexi: strategy, trends, and what she’s gatekeeping (or not)
Spring has officially touched down and to celebrate our namesake’s arrival, we’ve got a brand-new collection and a fresh new campaign to match.
Let’s set the scene: imagine baby blue mules and rich brown vegan suedes, set against a classic butter yellow Soho facade. The tagline of the campaign? Too Good the Gatekeep. Cause when your shoes & bags are this cute and this affordable, keeping them to yourself is just plain rude.
To bring our social-first strategy to life, we sent our Social Media Specialist, Lexi Krebs on set. From reels to stories, the ideas behind what you see on our feed start in her self-proclaimed chronically-online brain. She knows exactly what’s trending and knows exactly when something’s lost its moment. In short: the girl knows what she’s doing.
We caught up with Lexi as she takes us behind the scenes of our spring campaign and talks all things social strategy, keeping up with trends, and how she feels about gatekeeping.
Q: This was your first time on-set for on of our campaign shoots! What surprised you most?
A: How fast paced it all is. It's incredible how many looks get shot in a single day.
Q: What were the highs and lows of the shoot day?
A: The high was seeing everything come together in real time. I had already seen the art direction before the trip and was so excited about this campaign, so actually being on set and watching it all come to life was everything.
The low was definitely the NYC weather. Trying to shoot a spring campaign in November while the sun keeps hiding and it starts sprinkling is not ideal, but we made it work.
Q: Little known fun fact: you actually did the voiceover for our ad. How does it feel to be a world class voice actress?
A: It took more takes than I'd like to admit and I will not be quitting my day job anytime soon. But it was so cool to be part of the campaign in that way!
Q: If you had to describe the vibe of this campaign in three words, what would they be?
A: Cheeky, effortless and fun!
Q: How do you translate a big campaign idea into something that feels native to TikTok and Reels?
A: Nobody's stopping their scroll for an ad, they're stopping for something they can see themselves in. The goal is always for someone to watch it and feel inspired to get the look.
Q: How do you stay on the pulse of new trends?
A: I'm chronically online. Even when I'm off the clock, I'm scrolling and saving inspo.
Q: When you’re planning a campaign months in advance, how do you leave room to react to what’s trending in real time?
A: I come to set with a shot list and a content plan, but I also film as much extra B-roll as possible. Since the campaign is shot months in advance, you never know what's going to be trending when it goes live, so having that extra footage means we can hop on whatever trend is happening in real time.
Q: What’s your rule of thumb when deciding if a trend fits Call It Spring?
A: It has to align with the brand and current campaign, speak to the product in our tone, and feel like something that would organically show up on our customer's feed. If it checks all three, it's a yes from me.
Q: What was your favourite look from the shoot and why?
A: The belted blazer look, easily. I'm a sucker for a good blazer and the brown suede Sloanee loafers and Lemercier satchel bag just tied everything together perfectly. So effortless but so put together.
Q: Which shoe or bag do you think is going to be the one everyone asks about?
A: Bettiie in pink. She's already a fan favourite but the new pink is so good and works so well dressed up or with denim.
Q: What's your take on gatekeeping?
A: Fully anti gatekeeping. If someone compliments me on anything, I'm already saying "thanks it's from..." before they even finish the sentence.
And that’s a wrap on the BTS of our Too Good to Gatekeep campaign. Check out the new collection, keep up with us on social, and don’t forget to be a girl’s girl like Lexi and leave gatekeeping in 2025.
