Social media videos (Tiktok, Instagram)
Social media videos (Tiktok, Instagram)
Social media videos (Tiktok, Instagram)
As one of two lead copywriters, I was responsible for written content across the catalogues, crafting clear, engaging, and on-brand copy that resonated with our core audience.
A key part of my role involved creating Seasonal Stories—bespoke narratives for each product category, tailored to the season and any relevant holidays. Each one needed to reflect current trends, highlight key product features, and strike a witty, snappy tone while remaining accessible to our older demographic, in line with CEO guidance.
In addition to seasonal and product-specific copy, I wrote brand stories that deepened our connection with customers by highlighting the brand’s origins, values, community initiatives, and the people behind the products.
These longer-form pieces offered a refreshing pause from the product-heavy pages, giving readers something more immersive to enjoy.
Together with the creative tone of the catalogue, they helped set us apart from traditional teleshopping magazines, giving the publication a more premium, editorial feel.
