From conceptualisation through to the final email of the campaign, I'll ensure each touch point is resonant and consistent.
With valuable experience using a cross-functional approach - working on campaigns with Ecom and CRM teams - I can support in spreading your brand messaging across the entire user journey.
No touch points will be left unturned.
And every time something needs to be said, I'll ensure there's always purpose and intention behind the words.
Step 1: Getting To Know You
You talk, I listen. This is where we identify your purpose, scope, and audience.
Step 2: Workshop - Finding Your Story
Forget solving a problem. This is where we find your storytelling purpose.
Step 3: Presentation - Set The Tone
You're presented with examples of your story and how you can tell it.
Step 4: Future Stories
Planning ahead for the stories to tell and where to execute them.
Step 5: Your Tailored Storytelling Guide
Get a tangible document that details the messaging decisions we've made.
When two icons of the music world come together to celebrate a first-ever release, it's a biggy.
The goals were set:
- Position Marshall where we could showcase a clear point of difference in the marketplace.
- Drive earned media and social impressions in popular and aspirational channels.
Strategy: The soundbar category is already pretty crowded. This meant we needed a thoughtful and focused tease strategy to drive consumer excitement for this new release within the field of TV sound, while continuing to raise hype for the brand. We also had to prove Marshall knows it's stuff when it comes to putting 60+ years of main-stage knowhow into their first-ever TV soundbar. To build credibility, we educated the consumers using by highlighting the product's features and emotional value points – using Marshall's tonality.
Authenticity: As an added benefit, MTV were along for the ride. Through idents, a personalised MTV Cribs special, and the accompanying messaging, we injected some serious energy and excitement for what was to come. But we had to be careful to avoid making people thing this was a product collab in the campaign communications.
Emotion: Playing on the television language, with a particular focus on the 90s era considering that's what inspired the design and artwork, we ramped up the legendary, making everything as loud as possible on earned media and social impressions in popular and aspirational channels. This helped showcase Marshall's clear point of difference in the marketplace.
Teasing, launching and sustaining Marshall's first-ever TV soundbar campaign.
Volvo wanted to prepare their content well in advance for the release of their first-ever fully electric SUV as well as their winter accessories. Working together with product owners and designers, I created the story that would drive the narrative of expectations.
Strategy: Storytelling can be so effective in combatting the time consuming and tedious nature of purchasing a car and/or its accessories. But equipped with the right customer feedback and research, user experience needs can be met with images and words that hit the sweet spot. This was a moment to dig deep into the learnings of previous launches and develop a better user experience using these insights. Why should drivers choose Volvo and particularly put their trust in this vehicle and these accessories?
Authenticity: Volvo has built their brand around a particular value: safety. The storytelling needed to meet and maintain the high standards set by the products themselves. I did the research and locked into Volvo's brand voice, creating a story of the experience the car would offer you, but also staying true to the reality of the vehicle's dimensions and innovative features.
Emotion: To hit the emotional sweet spot here, I used the value of safety, but also incorporated the Scandinavian design backstory. The tonality became one of reassurance. Stats are always a good support and appreciated by Volvo users, but it's also helpful to paint realistic pictures of family life and the car-based scenarios people find themselves in when packing for day- or weeks-long trips.
Navigating the story for the Volvo EX90's narrative journey.
This creative business school needed to boost brand awareness and drive potential students to program and course pages. They also wanted unique ideas for new content that would continue to position them as a thought leader.
Strategy: I identified that the existing content was very inverted. The people at the heart of the blog were very much made to answer questions based solely around the school. So what if we flipped that?
Steering away from an "us-first" approach, I changed the format from simply interviewing the subjects about their time at the school and learning takeaways, and instead put them on a pedestal, shining a light on their inspirational real-world initiatives and achievements since leaving the school.
Alongside this, I also tapped into trends, such as keeping employees engaged by creating a more fun environment at work, and creating content relevant to the school's offering, ensuring they were very much a part of the latest and greatest real-world conversations.
Authenticity: The story as always centred around people. The people behind the initiatives and/or expertise of the topic. By making the subject the hero, Hyper Island was positioned comfortably in the mentor role, showing what they do best: providing the foundations and equipping their students with the tools to thrive in a real-world environment.
Emotion: By identifying and interviewing the people who were most passionate about the subject matter, the emotion poured out onto the page. The storytelling focused on personal journeys and the struggles that needed to be overcome. They really resonated, and we saw this in the social engagement that came after publishing, as well as the uprise in applications to the creative business school.
Changing narrative tactics to boost brand awareness.
Getting into the minds of the experts is no easy feat. But that's what these ghost writing assignments were all about. Research played a critical role in becoming the voice of the brand and using their stories to position themselves firmly as thought leaders in their field.
Strategy: Innovation is constant. And Ericsson has no time to rest on their heels. They want to be the first source of information for groundbreaking technology. Always. That's why conducting thorough interviews, audience research, and my own deep dive into the topic matter was essential to getting the 'why' right. All while meeting the needs of one of the biggest, global telecommunications companies around.
Authenticity: For Ericsson, there's a time to speak to other experts, and then there are times where storytelling takes the reigns in order to speak to a broader audience. The tonality and the content itself work hand in hand here, complimenting each other to drive the narrative. I also weaved in the voice of Ericsson experts to always bring it back to the source. Additionally, specific Ericsson products and services mentioned along the way, which also helped from an SEO and search perspective.
Emotion: The content had to be many things, but above all, I opted for thought-provoking, informative, and downright educational. when it came to resonating with our readers.
Telling stories about the latest, greatest innovations on behalf of tech experts.
The world of gaming is insanely competitive. Just like any product or service looking to hold its hand up the highest, Avalanche Studios wanted to put their faith in the magical combination of words and images to make their games stand out as the go-to choice.
Strategy: The games' shop windows are huge in achieving this goal, especially on websites like Steam, the ultimate store font for playing, discussing, and creating games. The intervention of my copywriting services were needed to answer the 'why'. Namely, why should people purchase this DLC (downloadable content).
Authenticity: Learning how users of this particular gaming series, Call of the Wild, was vital in creating an authentic description that they could resonate with. With extra support from SEO data, I was able to create narrative and character descriptions where the words struck a fine balance between gameplay expectations for the players and the beauty and uniqueness of the environment they'd be immersed in.
Emotion: Research was vital to hit the sweet spot of emotion. Understanding the thrill-seeking aspects of the gameplay and capturing these unique moments with the storytelling built the excitement while simultaneously raising expectations. I also had to ensure the tonality of these descriptions remained consistent with previous ones. This consistency is what keeps the fanbase loyal and pumped when a new DLC is released.
Creating narrative descriptions for a variety of downloadable gaming content.
Strategy: During its 17 years (and counting), Record Store Day (RSD) has grown into the world’s largest single-day music event, uniting labels, bands, and brands on a global scale. Drilling down into the purpose of the content, the "why" became clear: Marshall is still a dedicated partner, honouring RSD's existence and purpose throughout the year. This is the strategy that set the tone for the storytelling.
Authenticity: With this campaign, we decided to shine more of the spotlight on the power of vinyl beyond this one day – all whilst keeping the tone and feel very Marshall. From record hunting tips to the independent movements inspired by the local vinyl communities, we created a narrative journey and a few impactful shop windows to keep vinyl culture spinning.
Emotion: As much as Marshall is the driver of this story, we wanted to ensure the spotlight was on the vinyl community, and particularly the record stores themselves. We amplified their voices, emphasising just what a meaningful and unique culture this is. The aim was and always will be the same: to keep vinyl culture and record stores at the heart of the local music scene.
Honouring the unmistakable vinyl sound and irreplaceable record store haven.
Auctionet's need was to create a new website with a heavy B2B focus. It had one goal in particular: to peak B2B audiences' interest in becoming a growth partner.
Strategy: After interviews with the auction experts, we came to the conclusion that a benefit-first approach in tonality with support from SEO data was the main port of call here. The network was already there. They just needed to tell the right story to align with the purpose of becoming the greatest growth partner to auction houses they could possibly be. The strategy really helped with the messaging hierarchy here. We provided plenty of convincing proof points and relatable content before leading up to the point where a decision needed to be made.
Authenticity: The people behind Auctionet are auction experts themselves. The people are as much valued as the items themselves. They've stood in the shoes of their potential partners. I had capture that with the brand voice, leaving the reader reassured that this was a true partnership in every step of the process. The use of testimonials from reputable auction houses was also a real intent-driven decision.
Emotion: Auctionet is more than a destination. For B2B customers, it's journey of growth. Trust was a big emotion behind the copy decisions. And the experienced nature of the people and services behind Auctionet had to ring through. Benefits were placed front and centre. And this is where accompanying stats, reviews, and video content really helped to support the messaging.
Creating web content that persuades B2B audiences to jump onboard as a growth partner.
"Use the conceptual theme of 'making waves'" they said. And of course, I was happy to oblige.
Being a voice over artist myself, I was well aware of how to create the right flow while telling the product's story, but also keeping in mind that this had to resonate with a B2B audience. I weaved a story that not only educates and inspires, but also uses a structure that helps each sentence land in a standalone manner.
Hear the words brought to life through soothing dulcet tones in the video below.
Writing a voice over script for an innovation that's changing the paper market from within.
When the client, Node Pole, sent through the brief "We need a catchy ad to send exhibition visitors to our stand", we knew time was of the essence – in every aspect.
Together with a designer, I created a catchy and memorable billboard that would send the masses to go and find out more.
Green data is intriguing on its own, but add it into a well-known nostalgic poem and blow it up to 20 times the size of a human being, and there's no way people aren't turning their heads and keen to find out more!
Crafting a short, simple, and memorable message to drive audiences to find out more.
With the Swedish copy already intact, a more creative interpretation was needed rather than a direct translation.
After capturing the feeling of the moving images and the meaning behind the film, I provided a list of ideas for creative translations to deliver an effective, resonant substitution.
Click below to see the result.
Transforming a boring Swedish text using creative translation.
I was tasked with crafting new website copy that promotes Swecon's empowering culture, expertise and professional development to attract potential candidates.
Strategy: The purpose here became clear after the initial workshop: highlight what matters the most to both the company and its workforce. It helped determine the shift in brand voice tonality to emphasise Swecon's heritage and the passion for what it does.
Authenticity: Any guesswork from my side was eliminated by talking directly to the people on both sides of the interview, namely the employers and the employees. The passion rung true simply by saying it how it actually is.
Emotion: Learning from each other was identified and executed as the core message. This helped feel the language of this page, speaking to potential future co-workers about the pride and deepening skills among many other emotive pulls to the company's ethos.
Shifting the brand voice tonality promoting an empowering culture.
Digital parking app providers EasyPark were looking to attract a broader B2B audience through organic LinkedIn posts.
After a collaborative workshop with the client, we discovered their pain points and identified their desires for a storytelling direction and tonality.
Returning with topic clusters and a yearly planning schedule, I got the green light to start drafting the messaging. Together we decided to create a melting pot of posts that explored a more business-minded approach blended with some humorous takes on the customers's challenges and offerings.
For me, the biggest success here was getting the client to buy into a persona by using an attitude in their storytelling that deviated from the conventional corporate language and tonality. They ran with it, and they returned for more. That's worth more than most in my book.
See the results of some of these posts below.
Parking ain't easy. But this digital app ensures it is. And I've been shouting about it.
Editing ain't easy at the best of times. But when Save the Children come calling, you know you need to be on your A-game. Sensitive content and resonance were top of the focus tree here as I came face to face with content tackling the online bullying realm.
My role here was to suggest any editorial changes that made sense to the original need of the client, as well as to ensure that the language and tonality was aligned across all activities. The age-appropriate nature of the content was a big factor to take into consideration, seeing as we had specific age groups to resonate with.
Working in close collaboration with my newfound friends at Peppy Agency, I helped edit all content to ultimately create an effective, appealing, and thought-provoking read that targeted readers would take seriously.
Check out the Peer-to-Peer guide below, which was one part of the wider resource material.
Editing supportive material about online bullying and being a good friend online.
The payment company Payer's Payer Labs workshop is focused on identifying growth opportunities and improvements within B2B sales and payments. That's a lot of "payer" to wrap your head around.
My role here was to take existing content and structure it into a product description that flowed and informed. This was a classic case of making the complex simple and identifying the right details to properly inform (and not overwhelm) the reader.
You'll notice how the tonality is very much focused on what's in it for the reader. Using a storytelling approach, I structured this PDF using very clear and concise messaging and a clear narrative journey, backed up by proof points.
View the flow by clicking below.
Consulting on how to promote on a revolutionary digital B2B payment workshop.
