SPEC WORK
Selected work that was completed as part of the course curriculum included in ilovecreatives: Creative Copywriting course with Tasha Young.
Imaginary is an app designed to help adults reconnect with their imagination and childlike wonder to improve wellbeing and creativity. They target adults over 25 who have professional desk jobs or work from home. Their users typically struggle with mild or moderate stress, depression, or anxiety. Their app and products prime your mind for more imaginative living and heightened creativity.
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In-post content
Caption copywriting
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Subject lines
Preview text
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Landing page content
Hero banners
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Product descriptions
Meta titles
Meta descriptions
Social ads
Create scroll-stopping copy that resonates with young professionals seeking a work/life balance that lends itself to a creative lifestyle.
INTENTION
Suggesting to users that incorporating a creative practices as part of an overall sense of wellbeing gives way to imagination as being part of a core routine, much like exercise or healthy eating.
The key term “imagination”, which acts as both a nod to the brand’s name and a familiar concept, was incorporated in a conversational tone, making it appear effortless but still clever.
I drew upon my own experience in a traditional company setting and social media fatigue to influence this brief.
APPROACH
E-mail marketing
Engage with subscribers through a launch e-mail and use attention grabbing subject lines to guide them towards converting to the next stage of the funnel.
INTENTION
Action oriented subject lines that promise something new and exciting are followed by a clear demonstration of knowledge and expertise.
Concepts like daily inspiration (New ideas, daily), and personal discovery (Enter Your Eureka Era) are playful and inviting, promising a level of transformation that feels as attainable as it does magical.
APPROACH
Homepage hero
Craft landing page hero copy that is evocative of Imaginary’s purpose and clearly states its reason for being using only header and subheading content.
INTENTION
Leaders in the intersectional space of wellness and technology like Headspace, Kama, and Co-Star helped influence the results of this brief.
Punchy and powerful headers that leave room for user interpretation set the stage for action oriented subheadings that plainly tell the brand’s reason for being before introducing succinct CTA’s.
APPROACH
SEO content
Develop high ranking product description that embody the voice of the Imaginary brand while simultaneously attracting customers who may be searching for similar products online.
Primary keywords: inspirational journal, value-based living
Secondary keywords: what is an inspiration journal
INTENTION
Required keywords were further enhanced by supporting terms found during research. The primary goal was to develop a PDP (product details page) that struck the right balance of detail, readability, and desirability that ultimately results in conversion.