Dig Baton Rouge


Ashley O’Neill brings a creative eye to KREWE social media

For Ashley O’Neill, social manager at KREWE New Orleans Eyewear, social media is all about documenting beautiful things. The young creative has been a fan of KREWE since the brand’s beginning in 2013, when she was still attending LSU and applying for internships. Working for KREWE Eyewear is a dream come true for O’Neill because of the creative atmosphere and culture, with its roots in her hometown.

“I’ve always been obsessed with startups in the fashion industry, and I loved that KREWE focused on one product and did it really well,” O’Neill said.

Because she has seen the brand from the ground up, she understands its needs and standards. As social media manager, O’Neill curates and streamlines everything digital for KREWE—with the exception of the website—as well as manages all press inquiries. Any platform that focuses mainly on images is most important for the brand, making Instagram and Pinterest top priorities, with Facebook following closely behind.

One of the campaigns KREWE is most proud of, is its pop-up shop—a “tiny house” decorated to reflect the typical New Orleans style. The shop made its debut in Austin, Texas with other locations including Alys Beach, Florida, and French Quarter Fest. As an unconventional and unique avenue to penetrate the fashion market, the pop-up shops have given KREWE an edge among its competitors.

O’Neill has a wealth of knowledge for her fellow creatives who want to follow in her footsteps and market themselves by developing their own online voices. Defining your aesthetic is the first step, she says. Choosing three subjects to feature on your Instagram account will help your feed to flow cohesively. O’Neill’s, for example, are interiors, fashion and objects of design, while the posts for KREWE focus on a certain vibe, muse and—most importantly—the product shot. O’Neill also advises consistency online in order to develop a community, as opposed to merely a following; interaction and transparency go hand-in-hand. This is a philosophy she implements into the fabric of each of KREWE’s social channels.

As for the future of KREWE, O’Neill says that video is becoming increasingly more important as a way to capture a story. Instagram feeds work well for curating visual inspiration, O’Neill pointed out, but the stories feature is an opportunity to introduce yourself and your personality—or, in this case, the voice of your brand—to your followers. O’Neill advises the stories feature because photos may become lost in the shuffle, or not viewed as often as stories are.

“A picture is worth a thousand words,” O’Neill said, “but a video is worth more.” The company is growing quickly, with forty-five current employees and a plan to expand even further.

“We’re becoming big scale—more product, more often.” As an advocate for curating something that is completely yours, O’Neill brings a fresh and sophisticated vibe to KREWE’s online presence. As the tagline on her blog reads, “Ashley O’Neill is all about the aesthetics.”

Photos courtesy of KREWE


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