Creative Concepting/Message Freshening (Primarily Consumer)
Herman Miller is known around the world for its ergonomic chairs. Perhaps too well known. Even with the company's close collaboration with many mid-century modern design luminaries, many prospective customer associate its products with work, work, work. The online challenge: Highlight the array of items for the home -- dining, entertaining, relaxation (Hello, Eames Chair + Ottoman!), even sleeping -- and encourage shoppers to invest in iconic, well-made design.
Since October 2015, I've crafted nearly two dozen Herman Miller web campaigns, including marketing banners, landing pages, emails and social posts.
Entertaining as Art
For an early Holiday gather-round-the-table campaign, we went outside the usual shopping paradigm to offer advice on how to throw a party like design icon and dazzling hostess Ray Eames. I researched the content and quotes, pitched the approach and wrote all copy.
Results: Uptick in customer engagement, request for more "content-only" landing pages.
Spring Sale Email
Herman Miller Sale happens twice a year. Every item on the site is 15% off. That may not sound like a huge discount for a typical ecommerce transaction, but it's a big deal if it means nearly $750 off that Eames Lounge Chair + Ottoman you've been fantasizing about. The 2016 brief called for 6 touches, all of which had to include the 15% messaging: Before the sale, it's time for the sale, the sale is on, only 1 more week, only 1 more DAY, last chance!
The tote giveaway was Marketing's idea. But the friendly, stripped down "Our Gift to You" approach was mine. The sale did well, and the email series was picked up on marketing blogs. Really Good Emails gave us a shout, while Infusionsoft included the image and copy to the right in an article titled, "How to Write Email Copy that Reads Like Buttah."
Since October 2015, I've crafted nearly two dozen Herman Miller web campaigns, including marketing banners, landing pages, emails and social posts.
Entertaining as Art
For an early Holiday gather-round-the-table campaign, we went outside the usual shopping paradigm to offer advice on how to throw a party like design icon and dazzling hostess Ray Eames. I researched the content and quotes, pitched the approach and wrote all copy.Results: Uptick in customer engagement, request for more "content-only" landing pages.
Spring Sale Email
Herman Miller Sale happens twice a year. Every item on the site is 15% off. That may not sound like a huge discount for a typical ecommerce transaction, but it's a big deal if it means nearly $750 off that Eames Lounge Chair + Ottoman you've been fantasizing about. The 2016 brief called for 6 touches, all of which had to include the 15% messaging: Before the sale, it's time for the sale, the sale is on, only 1 more week, only 1 more DAY, last chance!The tote giveaway was Marketing's idea. But the friendly, stripped down "Our Gift to You" approach was mine. The sale did well, and the email series was picked up on marketing blogs. Really Good Emails gave us a shout, while Infusionsoft included the image and copy to the right in an article titled, "How to Write Email Copy that Reads Like Buttah."
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