Copywriting (Portfolio)

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MP0652 / Writing Promotional Copy Portfolio October 2015 MYRUNWAYSHOES.com MyRunwayShoes (MRS) is a Singapore-based online blogshop ( myrunwayshoes.com ) founded in 2014, targeted primarily at women between 25 to 45 years of age. MRS carries a range of shoes in all sizes, featuring original designs made in genuine leather that are suitable for ages between 18 to 55 years old. Pertaining to our valued customers who come from dierent cultural backgrounds, non-leather choices are also available upon request. The duo, Clarissa and Newell (author), manage dierent aspects of this business, with the former being in-charge of mainly accounts, design collection, inventory and logistics; while the latter is responsible for advertising, branding, copywriting, photo-editing, alongside administering marketing eorts for three of MRS’ social media accounts, including Facebook, Instagram and Pinterest. LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 1 “With shoes you can wear, not shoes that wear you out!” MRS Slogan

Transcript of Copywriting (Portfolio)

Page 1: Copywriting (Portfolio)

MP0652 / Writing Promotional Copy � Portfolio October 2015

MYRUNWAYSHOES.com

MyRunwayShoes (MRS) is a Singapore-based online blogshop ( myrunwayshoes.com ) founded in 2014, targeted primarily at women between 25 to 45 years of age. MRS carries a range of shoes in all sizes, featuring original designs made in genuine leather that are suitable for ages between 18 to 55 years old. Pertaining to our valued customers who come from different cultural backgrounds, non-leather choices are also available upon request.

The duo, Clarissa and Newell (author), manage different aspects of this business, with the former being in-charge of mainly accounts, design collection, inventory and logistics; while the latter is responsible for advertising, branding, copywriting, photo-editing, alongside administering marketing efforts for three of MRS’ social media accounts, including Facebook, Instagram and Pinterest.

LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 �1

“With shoes you can wear, not shoes that wear you out!” MRS Slogan

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MP0652 / Writing Promotional Copy � Portfolio October 2015

Communicating the brand to its customers can be accomplished through various means. The most accessible platform to consumers would be the Internet, where use of online advertisement would allow MRS to extend its reach to the furthest.

The application of MRS’ online marketing efforts through the use of social media has led to a stark increase in site visits, particularly in the Southeast Asian region . 1

Through the integration of the online and mobile shopping channels, MRS can significantly improve the consumer’s shopping experience when customer expectations are met.

This is achieved by the online visibility of cross-channel inventory and prompt response to online queries. Personalised services for online shoppers have proven to be of great significance as it lowers the margin of error in terms of communication between both parties, at the convenience of the consumer. MRS upholds the highest quality of after-sales service as it recognises the value of trust in its brand a customer needs to possess in order for them to be making purchases off a virtual platform.

Through his experience, the author notes the importance of maintaining balance between creative and effective messaging which will be further elaborated in the following passages.

As per the results reflected though the blogshop’s page views, and Facebook’s “Page Insights”.1

LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 �2

“But for the love of shoes, don’t feel awkward in them. MRS returns confidence back to you.

Choose #styleNcomfort.” — MRS SLOGAN

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MP0652 / Writing Promotional Copy � Portfolio October 2015

LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 �3

Choice of pastel colours to set an undertone similar to that of a child-like fantasy for the advertisement. Other visual elements included stem from what is typically correlated to fictitious worlds portrayed in fairytales — namely, clouds, flowers and the brand logo encased in heart-shaped icons. This advertisement concept was chosen primarily to suit the design concept of the featured bestselling product; however, the advertisement was also targeted at creating a celebratory mood for the consumer in conjunction with “the golden jubilee” event raised in the captions. This is well-aligned to how fairytales are ‘expected’ to have positive endings and that the positive feelings associated to it would gel with the consumer’s emotional response to the visual stimulation the advertisement provides.

Choice of warm colours and tungsten lighting to set a chic undertone for the advertisement. Other elements involved; namely the fashion magazine and the red nail polish further contribute to creating a sense of fashion-forwardness through the symbolic value of a fashion magazine and red nail polish (beauty, seduction). The pose taken by the subject also serves as an intangible form of affirmation to the advertisement’s ‘shout-out’ – to deliver both comfort and a display of style to the consumer that eventually leads to them feeling confident.

Hints of crimson against a monochromatic backdrop of white and black conjures a highbrow mood for the advertisement. The design concept applied makes use of solely stilettos to form the outline of a “budding rose” is aligned to the ‘classic feel’ the advertisement hopes to recreate. The clean-cut, professional-looking design of the featured product is further augmented by the application of such a style; thereby giving voice to the brand’s shout-out – confidence through comfort and style.

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MP0652 / Writing Promotional Copy � Portfolio October 2015

LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 �4

Weekly articles featuring new products boasting both fashion-forwardness and comfort is the brand's approach to maintaining an interactive approach in its marketing efforts. Consumers can respond to the relevant posts made via the respective social media channels where they came into contact with the information presented. Prompt responses contribute to the impression that the one-stop platform for making purchases, reflecting consumer needs and the exchange of information is active and ‘alive’ round-the-clock.

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MP0652 / Writing Promotional Copy � Portfolio October 2015

LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 �5

Riding on the wave of the "Great Singapore Sale" (GSS) held in conjunction with “SG 50" this year, red and white being Singapore's national colours would serve as the top choice for this promotional advertisement. Red being both capable of capturing the attention of the audience first-handily, that and it also draws consumers to correlate the large scale national events in Singapore with the potential of picking off reasonable deals in the course of it.

Emphasis on the benefits present for consumers is also highlighted through a difference in font size: "10% off". The noticeably larger font size draws the attention of the consumer 's line of sight to it first prior to other information available on the advertisement, thus setting the premise for more 'air-time' with its audience. In turn, that leads to effective conveyance of the information. The website address was included as well to serve as a call-to-action.

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MP0652 / Writing Promotional Copy � Portfolio October 2015

LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 �6

“Shine what you wear, right with this pair!”

MRS Slogan

Conclusions

1. BE IN AUDIENCES’ SHOES

When creating a visual advertisement or writing promotional copy, it is fundamental to describe the product’s experience, not its utility. With many choices available in the market, a business must decisively secure the right product experience and sell it. Hence, the copy of the advertisement must not waste words, but should convey the message with substance and impact.

2. KEEP IT SIMPLE

It is important to communicate ideas that can be grasped immediately, or write copy that is clearly understandable. Shorter words and sentences make it easy to read and remember. If a visual or text is too ambiguous to the viewer, their attention would be lost. It would also not demonstrate an easy use of the product.

3. EVOKE ‘LIVENESS’ IN PRESENCE

It must sell, if not remind. It is necessary to personify the brand as a likeable character; a person the target audience can relate to whom they would befriend. Additionally, audience participation through ‘hash-tagging’, commenting, prompt responses also work adds toward a personal touch.