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ALDO - Senior Creative Copywriter

THE ASK

ALDO and Disney are collaborating for a second time on a product launch of Disney princess-themed footwear and fashion accessories. As the lead brand writer, I wrote a comprehensive content strategy, including all related messaging and copy, for use on 360 global activations. 
 

  • How do we generate appropriate awareness for a launch of this caliber?

  • How do we ensure product sales goals per global region?

  • How do we create a cohesive brand story across all channels?

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THE TASK

Create a global 360 product launch campaign for integration across Digital/UX, e-commerce, social sedia, paid media, instore signage, radio, TV, & billboard spots. 

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MY ROLE

  • Define messaging for each Disney Princess, tailored to: 

    • Brand storytelling

    • Product category

    • Regionalization

    • Marketing channel

  • Create content marketing library including:

    • brand workshops, style guides, how-tos

    • content audits & persona information

    • copy decks for UX/ecomm, social, paid media, in-store signage, billboards, and TV commercials. 

  • Act as brand guardian and senior editor on all consumer-facing copy from all departments

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THE WIN

The entire collection sold out on the first day and the launch was covered by major news media and grassroots influencers world-wide.
 

SEASONAL CAMPAIGNS

Brand Campaign Strategy
 

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