The Hillary Style

The Hillary Style is a digital lifestyle and affiliate-commerce brand connecting an audience of more than 2 million followers with curated fashion, interiors, beauty and everyday product discovery. As Digital Marketing Manager, I led a pipeline of product discovery into a high-volume shoppable content system spanning creative strategy, graphic design, editorial content, social media, email, LTK, Shop My, and Amazon.

Client

The Hillary Style

Date

2022 - 2023

Services

Digital Strategy · Content Design · Affiliate Retail

Project Overview

The Hillary Style operated at the intersection of interior design, lifestyle blogging, social media, and affiliate marketing, turning daily product discovery into content audiences could both engage with and shop.

As Digital Marketing Manager, I managed the process from concept through distribution, researching and selecting products, identifying themes and seasonal opportunities, designing shoppable boards, writing supporting copy, linking individual products and distributing content across Instagram, Facebook, LTK, Amazon Storefront, blog and email.

The work required balancing two objectives at once: maintaining the aspirational visual point of view that had built the audience while creating enough useful, timely and conversion-oriented content to support a high-volume affiliate business.

The Challenge

Affiliate marketing is inherently transactional. The audience, however, followed The Hillary Style for inspiration and affordable high-end aesthetics.

The challenge was producing a constant stream of commercially useful content without allowing the brand to feel like an endless product catalog. Individual products were instead, given context through a recognizable aesthetic, seasonal moment, retailer story, price point or lifestyle need.

At the same time, the pace was significant. Multiple pieces of shoppable creative could be produced in a single day, each requiring product research, concept development, visual composition, copy, linking and distribution across several platforms.

The system therefore needed to be both creatively flexible and operationally repeatable.

The Content System

I sourced products across retailers including Amazon, Target, Wayfair, CB2, All Modern, Nordstrom, Walmart, Anthropologie, American Eagle, and others, looking for relationships between material, color, silhouette, trend, price and use case. Those relationships became editorial concepts such as Amazon Designer Inspired, Target Outdoor, Weekend Best Sellers, seasonal sale edits and retailer-specific collections.

I then translated each concept into a visual composition, using hierarchy, scale, overlap, texture and color to make individual products feel like part of a larger lifestyle.

Recurring typography, neutral palettes and recognizable collage conventions created enough consistency to support rapid production while creating space for the products and concept behind each story to be interchanged.

Extending the Story Across Channels

Product collages and content were also extended into blog and email content, creating additional space for context beyond the original graphic.

I wrote editorial copy around seasonal trends, retailer events, product categories and styling ideas, integrating linked product imagery throughout the content. Email campaigns followed a similar structure, combining curated shopping stories with supporting copy, product links and relevant social or video content.

Together, social, editorial, email, LTK and Amazon allowed the same underlying creative idea to be adapted to the behavior and purpose of each platform.

Amazon Prime Day

Amazon Prime Day required a faster, more utility-driven approach than our typical evergreen content. With hundreds of discounted products competing for attention across categories, the challenge was determining how to make large assortments immediately understandable without losing The Hillary Style’s established visual point of view.

I developed and tested multiple approaches to organizing the sale. More functional boards grouped products by category and surfaced price information directly, including coffee makers, vacuums, ice makers and kitchen appliances, allowing shoppers to quickly compare similar products and discounts.

Alongside these, I created more editorial assortments around broader lifestyle needs and aesthetics, including beauty, technology, kitchen and décor in Hillary's home. These compositions prioritized visual cohesion and product relationships over direct price comparison, presenting the sale as a curated shopping experience rather than a traditional deal roundup.

Comparing these approaches helped me understand performance in context. Rather than publishing unrelated creative and judging individual posts in isolation, I could evaluate how changes in merchandising logic, information hierarchy and visual treatment affected audience response, and use those learnings to inform subsequent content.