Social & Digital Brand Campaign
Rethink the ordinary
Overview
I led copy and messaging for the globally reaching brand campaign to showcase the suite of Promethean products, services, and customer support. ’The work was developed collaboratively across the creative team and spanned brand narrative, campaign concept ideation, video, web, email, social, and sales enablement.
My role
Senior copywriter and brand creative partner for launch and throughout the campaign. Using the core copy framework, I crafted written content for social and digital assets to support the product launch. Throughout development of this campaign, I worked closely with graphic and animation designers to ensure complete brand and campaign alignment to support efforts of the product marketing, product development, field marketing, and sales enablement teams. All social and digital content was prepared for for localization and translation.
Intent
Introduce a complex, feature-rich collaboration technology product with clarity, to generate interest, build consumer confidence, and showcase the company’s innovations.
Digital Display Ads
The overarching theme, Rethink the ordinary, was adapted to reach different customer segments—Workplace, Higher Education, K12 Education, and Partners. This series of assets were focused on Workplace customers.
Social Posts
Similarly to the social assets, display ads conveyed the campaign story and product offering at a glance. The social animation targeted potential Partners. The three Instagram posts targeted Workplace and Education consumers/buyers.
