Year
2022-2024
Industry
B2B/B2C · Consumer Goods & Technology
Role
Senior Copywriter
Scope of Work
Brand Strategy / Brand Voice Development / Digital Marketing / Growth Strategy / Social Media / Storytelling / Art Direction
The Ask
Shift brand perception by moving away from a reputation as a consumer products household name and instead, work to foster relationships within younger communities to gain support in achieving the brand's sustainable, future-focused mission.
To align with the brand's desire to generate more engaging video content, I strategized and created scroll-stopping social media content, served as on-screen talent for content launched on TikTok and Reels, authored scripts for other talent (including influencers and brand employees) to foster emotional storytelling, and generated prompts for AI models like Midjourney to achieve desired creative outputs.
The Impact
Under this new lens, emotional storytelling efforts continued to improve brand sentiment.
In turn, this shift strengthened the bond between the brand and a newfound community of Gen Z allies in sustainability. Additionally, our heavy focus on creative video took brand success to the next level—opening the door for a new brand presence on untapped channels like TikTok and Reels.
1st place
117K+
690K+
