SPEC WORK
The following work 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.
BRAND TAGLINE
“USE YOUR IMAGINATION”
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Copy for use in post, plus caption body.
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Subject line, preheader, and body copy for a launch moment campaign.
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On-site copy for home landing page on Imaginary’s fictional website
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Product descriptions and SEO copy for a product details page.
Social ads
Create scroll-stopping copy that resonates with young professionals seeking a work/life balance that lends itself to a creative lifestyle.
THE INTENTION
Focusing on imagination as part of a general approach to wellness, I attempted to reframe users’ creative practice as part of a holistic routine geared towards self-improvement.
Organically incorporating the term “imagination” as a way to reinforce the brand name helped to guide a consistent tone throughout the campaign.
I drew upon my own experience in the modern workforce and social media fatigue to influence this brief.
INFLUENCE
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.
THE INTENTION
Imaginary is inspirational, but not cloying. The options presented were designed to avoid stylistic choices such as exclamation marks or all-caps. Action oriented subject lines that promise something new and exciting are followed by a clear demonstration of knowledge and expertise.
To stand out amongst competing marketing e-mails, every word used was necessary and designed to avoid the feeling of being extraneous.
INFLUENCE
Homepage Hero
Craft landing page hero copy that is evocative of Imaginary’s purpose and clearly states its reason for being using only a Header and Subheading field.
THE INTENTION
This work was inspired by researching leaders in the wellness and technology spaces including apps like Headspace, Kama, and Co-Star.
It was important to maintain a consistent tone of voice across the various channels that copy appears in for the Imaginary app. This meant incorporating a sense of childlike wonder geared towards young professionals who are high-performing while at the same time creative.
INFLUENCE
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
THE INTENTION
Seamlessly incorporate the provided keywords and enhancing them with like-terms that were uncovered through independent research.
A product details page (PDP) must provide the right level of detail, readability, and queues for a potential customer to effectively convert. To achieve this I combined a longer form description with a bulleted list that quickly communicates value.