Apple & Eve has a really wholesome voice aimed at millennial parents. The main goal was to let families and parents know that, no matter what line of A&E juice they choose, they’re making a good choice for their family.
In addition to writing social media content and bi-monthly newsletters, I was very involved in strategizing and casting for the 2019 campaign. I interviewed dozens of families and was the first line of defense for the entire casting process. We then shot video assets in their homes and produced content.
The brand voice for WFS was not always easy. They’re rooted in tradition and don’t like to stray into being “cool.” So the trick to being concise and pop off the page wasn’t always easily found. But once I got the knack for the brand voice, targeting millennials and millennial parents with upbeat, charismatic copy seemed to do the trick.
Along with the creative team, I created ideas and concepts for the 2019 Snack Fruitfully animated video campaign, and was instrumental in communication with animators on our vision. I also wrote social content that drove customers to purchase, provided key takeaways, and added a bit of pizzazz to their feed.
Snack Fruitfully: Mixed Fruit
Snack Fruitfully: Fruit'n Yogurt
This brand was really quite fun to work on. Writing in the brand voice came naturally to me, and it wasn’t just about innuendos, but providing alternative copy to the “bro” culture that some condom brands lean towards. Educating users on health and ridding people of shame when buying condoms, guy or girl, added another layer to the this work.
I wrote social content that drove purchase, provided product and “lifestyle” education around safe sex.
Fancy condoms, man.
What even is a luxury condom? Well, it’s just sexier, really. And this brand dealt purely in the intimacy space. Encouraging people to make connections and be present drove my copy for this brand.
I wrote social content that drove purchase, provided product information, and showed followers a bit of fantasy they could relate to.
People need denture wafers, apparently.
My sweet SeaBond. Denture wearers are actually a much broader audience than one would think. It isn’t just old people in rural areas, but a lot of middle-aged adults as well. Although copy for this client was limited, that just meant that each word meant that much more. Catch their attention. Hold them. And get them to buy.
I wrote the bi-monthly newsletter for SeaBond, and it was the only work we did for the client.