Assignment: Lead Copywriter

Project Manager: Jenni Chang

Brief:

As a contracted employee, I was brought on to help distinguish brand voices through e-commerce emails for a variety of brands owned by The Hedgehog Company (THH). Due to COVID-19, THH needed to increase their online visibility to account for less foot traffic coming into their brick and mortar locations. And, with an increasing portfolio of brands, THH asked for me to help separate brand voices to give each brand a unique message.

Execution:

Together with a contracted AD, we were able to bring a fresh look and feel across each brand, incorporating new creative templates to incorporate GIFs and a wider range of design elements.

Over 325 emails later, the messaging became clearer.

Frances Austen and Of Mercer bring soft, easy elegance. Swoveralls, a fun, fresh fabric (and look) that’s perfect for the whole family. Wai Wear brings a soft sexiness that’s made to be seen. Rec Room, your old favorite wardrobe piece that brings a piece of confidence to the office.

Results: Increasing CTR by 14.4% over 18 months contributing to a $1.3M increase in gross revenue.