Creative Strategy
Creative strategy, the starting point for any marketing campaign or asset, needs to firmly ground all creative with a solid brand identity, clear understanding of regulatory and legal parameters, a strategic, but fluid SEO plan, an overview of the full customer journey, and an assessment of the competitive landscape.
The sampling of landing pages, emails, and ecommerce assets below exhibit the execution of strategy at varying points in the consumer experience.
Landing Pages
NeoCell Pomegranate Liquid Collagen
This landing page was originally created to test whether long-form copy outperforms a typical PDP while maintaining consistent branding, claims and offer strategy. The page was successful, doubling response and conversion. Designed to meet consumers where they are while being able to easily test the placement of modules throughout the page allowed the team to enjoy numerous testing scenarios while optimizing results. Starting from a clear strategy, the page delivered on efficiency and results.
Natural Vitality CALM Magnesium Powder x Biostrap Labs Study
How do you take complex study results and make them easily accessible and understood to a non-science-forward brand audience? The strategy here relied on bringing together brand voice and feel with straight facts and figures, all while considering legal parameters. We spoke about the study results in our consumers’ language while using infographics for interest and balance. We wanted the page to be skimmable and impactful, with key takeaways and clear calls to action. This creative successfully kept consumers on the page longer than the PDP and converted far more strongly.
Natural Vitality Stress Awareness
A great example of how a seasonal/pulse period campaign can be executed under the brands’s creative strategy, we created this page to support the brand’s Stress Awareness campaign during Stress Awareness Month. It worked so well that we made a few tweaks and kept it live and testing throughout the year. I provided the general outline for the writer and designer, with the vision of how I saw the story unfolding: recognition (head-nodding moment for consumer), stats for proof points, general good tips and then into ingredient/product with testimonials coming in for further proof and support.
ECOMMERCE & SHOPPER TOOLKITS
From Amazon to Walmart to regional ads in natural products publications, we developed ecomm content and shopper toolkits to make it easy for marketing and sales to offer clients a range of assets that effectively maintain brand standards while adhering to legal guidelines and physical specs.
EMAILS
Emails—the workhorses of retention marketing. From prospect series to nurture series to monthly promos and content plays, emails offer the opportunity for testing a multitude of variants while driving monthly revenue and retention numbers. With multiple brands broadcasting multiple emails per week, strategy was critical in developing and executing fresh, engaging, on-brand creative.