The brief
A consumer product launch with a hard top-of-funnel problem: people had never heard of the brand, the category was crowded, and the launch window was 30 days. We needed a campaign that built brand recognition and drove sales in the same breath — and brand foundations strong enough to scale beyond the launch.
What I led
- Campaign strategy. Full-funnel messaging from awareness through conversion, mapped to where the audience actually lived online
- Brand voice. Defined the tone, vocabulary, and point of view that would carry the launch — and would still hold up when the company hired its next writer
- Interactive digital execution. Lead copy on an interactive web experience that became the campaign’s hero asset, designed for completion not just visits
- SEO-led content. Search strategy and on-page work so the campaign earned discovery as well as paid impressions
- Brand guidelines. Built a comprehensive guide for internal and external teams that cut review cycles by 25% and improved content consistency by 40% after rollout
Outcomes
- 50% of annual sales target hit in 30 days — the launch outperformed the client’s full-year forecast in a month
- 25% faster review cycles after the brand guidelines went live
- 40% improvement in content consistency across internal and external teams
- Client recognition for “best-in-class audience engagement” on the interactive experience
Why it matters
Brand strategy and copywriting working as one discipline — defining a voice, then writing every asset in it, with a guideline that lets the next team keep the voice intact. This is the playbook for any new product, new vertical, or rebrand.