The Softie bag launch campaign, ‘Touch Me’ marked a new, more expressive chapter for Mulberry. Developed as an elevated editorial concept, the campaign invited tactile engagement, positioning the Softie as both playful and luxurious. I led the campaign strategy and digital rollout across all social platforms, alongside the launch of Mulberry’s TikTok channel, introducing a fresh, culturally relevant approach while maintaining the brand’s heritage-led identity.