Copywriting for digital marketing agencies who do things differently
The Agency: Wunderman Thompson
The Client: Samsung
The Brief: I was asked to work on a series of B2C CRM emails promoting Samsung’s new flagship phones, the Galaxy Z Fold4 and the Galaxy Z Flip4. The copy needed to be bold and vivid, converting users who were otherwise on the fence about whether to choose Samsung or not.
The Agency: The&Partnership
The Client: Coutts
The Brief: I worked on two window displays for Coutts. The first was for Black History Month. The copy had to highlight the urgent need for diversity in the financial world and show Coutts’ role in supporting entrepreneurs. It was important to me that the copy and the tone reflected the fact that there’s a need for this support all year round – not just during Black History Month. The result was: “Dream. Dare. Do.”
The second centred around Coutts’ long-standing relationship with homeless charity, The Connection. The concept was based around light, with the final headline copy reading Shine A Light. I was brought in after most of the work was done as the original copywriter was going on leave. Stirred up by reading accounts from people who lived on the streets, I jotted down some notes.
“The street lights should not be your nightlights.
The starlit sky should not be your ceiling.
The sun should not be your source of warmth.
It’s time to shine the spotlight on life on the dark streets
In the hope that someday everybody has a place to call home and lights to turn on.” These notes ended up forming part of the display and, I hope, helped raise awareness of the amazing work done by The Connection and the fact that we can all play a part in fighting homelessness.
(Disclaimer: don’t blame me if there’s an epidemic of people walking into lampposts.)
The Agency: Wunderman Thompson
The Client: Samsung
The Brief: To create web, email and social copy for Samsung’s monthly Try It, Do It competitions. The fun, playful competitions encouraged Samsung customers to interact with the brand and bring out their creative side – whether that was through photographing something colourful or coming up with a quirky gamertag!
The Result: This was part of a larger campaign to create and preserve a lasting relationship between Samsung and their users.
Overall, the whole campaign saw customers engage with content that reflected their passions and resulted in a 506% incremental email clickthrough uplift, and a 264% boost in customers attracted to and returning to the Samsung Members app.
There was also an 11pt increase in NPS from Members versus non-Members- and a repurchase rate uplift of 127% from those actively deciding to stay with Samsung, rather than switch to a competitor.
This content was also included in a submission for the Digital and Marketing Association awards and I’m delighted to say it took bronze in the Utilities and Telecommunications category.
The Agency: Savvy SEO
The Client: Point Clair House
The Brief: To create web copy for a luxury self-catering house on the banks of Loch Ness. The copy needed to have a poetic feel, in keeping with the beautiful Scottish scenery. Monster not included.
The Agency: The&Partnership
The Client: NatWest
Additional Credits: Devki Mistry (Designer), Sam Willard (Creative Director), Ria Jenkins (Original Copy)
The Brief: To refresh an existing social media campaign encouraging people to open a current account with NatWest. Each post required new copy to go on the digital assets, as well as post copy and headlines. The copy needed to catch attention in a very short space of time and land the main message up front (switch to a NatWest current account) as well as shine the spotlight on a specific benefit of joining NatWest. This was particularly important on platforms such as Snapchat, as there would be no accompanying post copy to hit home the message.
The Agency: Wunderman Thompson
The Client: Microsoft
The Brief: To create a landing page promoting Microsoft Azure with four headlines and descriptions outlining the benefits. The landing page was specifically aimed at helping education and research leaders find their Microsoft Azure appointed OCRE partner.
The Agency: Wunderman Thompson
The Client: Lexus
The Brief: To create snappy copy for a landing page, encouraging users to sign up to hear all the latest news about Lexus Golf Days. Golf puns galore.
The Agency: Wunderman Thompson
The Client: Samsung
The Brief: Ahead of the launch of Samsung’s new flagship phone, I was asked to write pre-order, tease and launch emails, exploring the Galaxy S23’s awesome features. The models were split into two, so a separate email was required for the S23/S23+ and the Ultra. That’s a lot of emails! I’ve included a few of my favourite emails here.
