As the first content lead at LendUp, I created voice and tone guidelines for all messaging (including websites, email, radio, television and billboards). This was uniquely challenging because since the company is a socially-responsible lender catering to subprime customers, I had to consider three audiences at all times: customers, financial regulators and consumer advocates.
In one particular project, I collaborated with a team of attorneys and visual designers to create a fresh new catalogue of direct mail collateral that folded necessary legal language into customer-friendly copy. The result of our work was a sizable month-over-month lift in new customer acquisition.
In another project, I oversaw the production of two national television commercials (one | two) featuring four real LendUp customers telling their own stories about how the company has helped them. Testimonials are a much softer way of marketing, yet still extraordinarily powerful. These ads greatly outperformed the control and led to a significant boost in the acquisition of new business.
At Lokion (an interactive agency), I worked with Hilton on many projects, including one in which I revised and rewrote copy for message and voice consistency for its 100+ spa properties. The marketing copy I delivered closely corresponded to existing graphics and photos to create an elegant, luxurious and intimate user experience.
Another project for Hilton involved writing the promotional and marketing copy for several themed vacation microsites. Working with a cross-functional team of visual designers, UX designers and engineers, we created two multi-functional Google Gadgets that promoted different vacation types and employed user input to suggest specific properties. To date, more than 3 million people have engaged with the interactive tools.