I am currently Bulb’s Marketing Writer. My main role is writing copy to promote the brand and convert users to switch their energy provider. During my time here I’ve worked on website copy, emails, digital ads, outdoor advertising, leaflets, blog posts, help pages and much, much more. In addition to this, I also manage the sponsorship of Dulwich Hamlet FC, formerly branded ‘the most hipster club in football’.
Here’s a little insight into some of the key aspects of my work:
Emails From one-off sends to A/B testing campaigns. Email open rate often averaged out at 62%, and click rate at 8%. I put this down to the structure and tone of voice within the emails that made the content easily digestible, which allowed the user to understand what they had to do.
Web pages I tweaked and built new web pages working collaboratively with a range of stakeholders including graphic designers, product designers and engineers. By using a straightforward tone of voice I was able to get information across quickly, which allowed us to present call to actions in strategic positions on the page resulting in a higher rate of conversion.
Dulwich Hamlet FC While managing this sponsorship I created countless assets to promote a referral link that would give the club, and each reader who signed up, £50. Refreshing content every 10 days provided a range of challenges which pushed me to generate relevant and original content in tight deadlines.
Training Most Mondays were spent teaching Bulb’s tone of voice to a class of 20-30 new hires. I’d often welcome feedback and adapt the training based on these comments. My sessions proved a great success with an average NPS of 4.85/5.
For this acquisition based project, I built a messaging framework that informed the entire campaign. This framework focused on 36 different proof-points of the SIM-only product. Alternative versions of copy were then experimented with through Facebook and Google’s ad platform alongside a mixture of audiences and creatives.
Once we discovered the optimal messaging mix, we ran a series of campaigns with this insight. This insight also fed through to the CRO work where we ran multiple tests of different homepages, info pages, and checkouts leading to an impressive increase in conversion rate.
This customer acquisition focused project of boosting sales of gifts & flowers was not so straightforward. Having just been through a rebrand, we had to run a ‘re-awareness’ phase for the audience to reaffirm their familiarity with the Moonpig brand.
The Moonpig tone of voice was familiar to their consumers, and so it was vital we didn’t stray from this. We aligned our ads with their brand persona, creating over 200+ in under two weeks, with a large proportion focusing on sales of gifts & flowers, as per the brief.
When I joined Atom, I was required to build a presence on social media and construct their tone of voice. I also developed a content strategy with the primary aim of raising awareness of Atom and earning pre-registered sign-ups.
The tone of voice was pitched to execs as unprecedented within the UK financial sector. It needed to speak to a broad audience - from early adopting millennials to tech-savvy Mums & Dads. As well as receiving rave reviews it also informed all marketing campaigns and was embedded into the customer service team throughout multiple training sessions which I conducted. Content created included social media posts, emails, blogs, videos, and website copy.
The UK’s biggest tech jobs fair didn’t have a problem filling spaces, but they weren’t quite attracting the right audience. I created content that raised awareness of the event while speaking to a more senior audience. Blogs were built, and advert copy written - alongside supporting creatives - to attract senior jobseekers to the event.
I also ran a B2B cold email campaign, with the objective of convincing established companies to exhibit at the event. These emails focused on the proof points of siliconmilkroundabout and pain points of hiring. The ROI of this campaign was 2000%.
During my time at TrueUp, I developed a content strategy with the focus on generating leads. Written content focusing on the importance of testing and website optimisation positioned TrueUp as an idyllic marketing agency. During the time the blog was live, seven leads came in, with five turning to actual work.
In an attempt to increase TrueUp’s presence within the marketing sector, I also wrote and entered two successful award submissions, receiving nominations for the Drum Marketing Awards 2018.
To raise awareness of their new ‘product search’ feature, I ran a series of promotional ads for Westfield. I utilised a string of different messaging which allowed me to pull insights from these experiments to inform homepage copy.
Variants of A/B tests were compiled with different messaging, all focusing on the usage of the search feature.