Year
2020-2022
Industry
Retail · Home Furnishings & Goods
Role
Senior Copywriter
Scope of Work
Retail Marketing / Brand Strategy / Brand Voice Development / Digital Marketing / Growth Strategy / Storytelling / Social Media
The Ask
Improve brand image through storytelling that evokes emotion, improves sentiment, inspires creativity, and upholds key brand goals.
I strategized a new set of tone of voice guidelines to revamp brand sentiment and shift storytelling across channels from "transactional" (sales-y) to "transformative" (emotion-evoking). To implement this move, I crafted monthly social media content and managed community conversations to increase interactions and deter negativity.
The Impact
This strategic brand repositioning through emotional storytelling did wonders for brand sentiment.
Coupled with community management, these efforts reduced overall complaint volume on social media, with a 29% decrease in negative comments and 20% increase in positive interactions.
29%
2nd place
20%
