Portfolio - Marketing Writing
 

Brand Voice
Blue Bottle Coffee

 

MAY WE BRING YOU COFFEE?   

 

Originally, we called to discuss about your preference for coffee and how many cups you drink each day, took your credit card number, loaded up our truck, and dropped the coffee at your door.

Sounds fraught? We get it.

 

Basically, this is still our business model today:

We offer you that one drip of customized satisfaction from an ocean of coffee in the world, an experience of Serendipity.

Because you’re tired of bearing a soup, which they called "Americano," at a walk-in café just to charge yourself with some caffeine. 

You’re still reminiscing about the warm, crispy redolence of that only one perfect cup of coffee you drank like three years ago.    

You wonder what boosts productivity and what stimulates creativity.

The Answer?

Caffeine and Good Coffee.

And how we guarantee your satisfiaction?

We're more fastidious and demanding. That's it.

Product Copy

Fragnance

 

EAU DE DÉJÀ VU

 

 

 

CLassic. EXOTIC. Disarming
FRAGRANCE FAMILY: Warm & WOODY
SCENT TYPE: WOODy & Fresh
KEY NOTES: coffee bean, Pine, Musk

FRAGRANCE DESCRIPTION:
A chill, refreshing hint of melted snow on the pine pulses with sensual, commanding musk, and crispy coffee warmth. Creates a hypnotizing, persuasive magnetic field, further elevates the masculine allure.

ABOUT THE FRAGRANCE:
déjà vu PRESENTS THE EFFORTLESSLY CHARMING GENTLEMAN WITH A LAID-BACK, ELUSIVE PERSONALITY. HE WALKS WITH FAME BUT LIVES AS A MYSTERY. He pursues what he loves and always succeeds. SOPHISTICATED and genuine, disarming and dominant.

Content Strategy
KOZAKH Jewelry

Brand Image:

A hand-made, artisan, affordable, chic, and daily jewelry brand that focuses on two colors, gold, and silver, to fit different undertones.

Customer Personas:

They are young women carrying straw bags with fresh daisies, wearing canvas shoes, French dresses or shorts, bleached blue jeans, enjoying sunshine and afternoon picnics. They are potentially poets. They love small delicate items to elevate the entire look and show their attitudes and personalities through outfits. They prefer changes to one timeless, expensive item.

Email Strategy:

  1.  Story-telling

  • Tell stories, show pictures, give styling suggestions, product-associated lifestyle inspiration, depict the new product's look and vibe.
    For example, to sell a necklace, tell a story of the necklace with concise, delicate language: how it elevates your looks, mindset, your perception of yourself, how you wear it shining through the crowd, or snuggling at home with your cats, etc. Also, show pictures from influencers, celebrities, or photography.  
    The point is: let our readers involuntarily associate a beautiful life with our products.

​   2.  Promo codes

  • Send time-limited promo codes for first-time visitors and those who have added items to the shopping cart but haven’t purchased yet. 
    Send reminding emails to potential customers to check out the shopping cart twice (the first one with a promo code, the next one to remind them the code will expire in X hours) in the first four days. Then send reminding emails again a week later with a promo code. 

Competitors & Brands Study:

  • Swarovski 

Our price is almost at the same level as Swarovski, but our social media marketing makes our products look less flattering (while Swarovski creates an image of diamonds for their crystals)

  • LilySilk

They focus on one fabric, silk. Tell stories of silk, the luxury and beauty benefits. They’re experts at influencer marketing, from which I first learn about the brand. They only send emails when there are new-ins and sales, which is why I haven’t unsubscribed yet.

  • Tammy & Benjamin

They have multiple colors and at least two different textures (crocodile leather & leather & patent) for one design. They also offer you alluring choices for the chains of the bag. So basically, this brand provides you with the illusion that your bags are customized. They barely send emails unless they have new-ins or sales, or new "customized" choices."

  • Ann Taylor

Concise texts and professionally photographed pictures--that’s all you need for blogs and social media marketing. Talk Less, Show More. Affordable Price, Hard-to-get attitude.

​    

Social Media:

  • I noticed the ongoing promotion on Instagram, which encouraged people to share their photos wearing our jewelry. It was very effective to spread the brand on social media, but,
    Kazakh’s IG feeds were not very selective. I doubted if amateur pics that neither focused on the products or had compelling models wearing them would attract many new customers.
    We would start focusing on influencer marketing. Our ideal influencers would be similar to Camille Yolaine.

Website:

  • The website was attractive, but it lacked promotions, like Buy 2 Get 1 free or 15% OFF.
    We had blogs, which did build a sense of community, but "a sense of community" is a nuanced term for marketing. Customers want to feel that they have joined a "higher" community than their reality, and this sense of elevation is purchasable. Unfortunately, this was what we lacked at the moment: to blend a sense of community with a sense of superiority.
    We needed to convey such information with all our contents: Stay close to us and purchase our products would make you feel confident, inspired, and beautiful.