Crisis Management
Client: Marketing Agency facing a PR crisis
Background: A campaign for a Canadian brand aimed to highlight female marginalized voices.
Six minority groups were chosen, but the spot for a First Nations individual went to a woman of European descent.
Challenge Faced:
Company proceeded with the campaign without redoing it to save costs.
Immediate backlash from followers, gaining traction in online circles.
Approach and Actions:
Prioritize Cultural Sensitivity: Developed an action plan taking full responsibility for the mistake while prioritizing cultural sensitivity.
Communication Transparency: Crafted direct and open responses admitting the mistake and apologizing to the community, fostering transparency.
Accountability and Ownership: Ensured reputations of vendors and participants were safeguarded, demonstrating accountability and ownership.
Adaptability and Flexibility: Highlighted the importance of adapting strategies and being flexible, even if it meant additional costs.
Community Engagement: Engaged with outraged users in a meaningful way, resulting in gratitude and suggestions for future collaborations with First Nations creators.
Results Achieved:
Honest responses resonated with outraged users, leading to gratitude and suggestions for future collaborations with First Nations creators.
Prioritize Cultural Sensitivity: Always ensure that campaigns, especially those involving marginalized communities, are culturally sensitive and accurately represent the intended voices.
Key Learnings:
Communication Transparency: Transparent and direct communication during a crisis can build trust and credibility, even in challenging situations.
Accountability and Ownership: Taking full responsibility for mistakes demonstrates accountability and a commitment to rectifying the situation, which can turn negative sentiments into positive outcomes.
Adaptability and Flexibility: In marketing and PR, it's crucial to remain adaptable and open to revising strategies or campaigns when necessary, even if it means additional costs.
Community Engagement: Engaging with the community in a meaningful way, such as acknowledging feedback, listening to suggestions, and implementing changes, can foster positive relationships and brand loyalty.
Copywriting
Client: Clothing company seeking multi-use copy for social media posts and product listings.
Objective: Create engaging yet descriptive copy that can be used on both social media and product listings to appeal to the target audience.
Challenges Faced:
Balancing fun, catchy copy with detailed product descriptions for multi-use purposes.
Ensuring that the copy is engaging on social media while informative on product listings.
Approach and Actions:
Developed two distinct paragraphs: one fun and catchy with pop culture references for social media and product pages, and one descriptive with fit and size attributes for product listings.
Utilized client-provided data to tailor the copy to key demographics.
Ensured the first paragraph could be used on social media posts and product pages, while the second paragraph was specific to product listings.
Results Achieved:
Client satisfaction with the effectiveness of the copy in both social media and product listings.
Positive engagement from followers on social media.
Decreased fit-related customer inquiries on the website, leading to improved customer experience.
Key Learnings:
Tailoring copy to specific demographics based on client data.
Balancing creativity and informativeness in copywriting for different platforms.
Importance of direct, engaging, and informative copy in enhancing customer experience and reducing friction in the buying process.
Influencer Product Marketing
Client: Multiple social media personalities seeking marketing assistance for their merchandise stores.
Objective: Create engaging and entertaining marketing strategies aligned with each client's brand voice to increase product sales.
Challenges Faced:
Clients excelled at creating engaging content but lacked direction in marketing their merchandise.
Balancing promotional content with their existing entertaining content.
Approach and Actions:
Stealth Marketing Campaign:
Wore the products in videos and during live sessions, allowing clients to organically introduce and discuss the products when prompted by followers.
Fostered a personal connection between clients and their audience, enhancing trust and interest in the products.
Talent-Based Videos with Strong Calls to Action:
Advised clients to utilize their talents, such as skits or character performances, to create videos with strong calls to action promoting the products.
Provided copywriting support to ensure the messages were in line with each client's brand voice and effectively marketed the merchandise.
Graphics Creation for Social Media:
Developed graphics for stories and posts on social media platforms to visually promote the products.
Ensured the graphics aligned with brand standards and were eye-catching to increase sales conversions.
Results Achieved:
Stealth Marketing: Clients felt a personal connection, leading to strong engagement and interest from their audience.
Talent-Based Videos: Effective calls to action and taggings resulted in increased product visibility and sales.
Graphics Creation: Eye-catching visuals enhanced the overall appeal of the products and contributed to increased sales.
Key Learnings:
Effective Communication with Spirited Clients: Learned to communicate effectively and align marketing strategies with clients' unique personalities and content styles.
Writing in Brand Voice: Developed the ability to write copy that resonates with each client's brand voice, maintaining consistency across marketing efforts.
Creative Marketing Strategies: Explored innovative marketing approaches, including stealth marketing, talent-based videos, and visually appealing graphics creation, to drive sales and engagement on social media platforms.
