Samsung Global—Social Media Copy, Various Products
Short, snappy, and on #trend.
Project background—
Writing for social media is probably where I first began as a copywriter.
I distinctly remember Calvin Klein giving me very rigid guidelines as to the grammatical structure of each post.
With Samsung, the tone and manner was more free-flowing, but product knowledge was paramount.
And it did require wit, playfulness, and a healthy dose of pun.
Key skills: tone of voice, product knowledge, target awareness
Project examples—
Samsung Bespoke
Samsung Galaxy Book Ion & Flex
Samsung Future Gen House
Project learnings—
Every product and every platform requires a different tone of voice
Pinterest captions are unique to other platforms. There’s a heavy emphasis on SEO.
Grammatical rules don’t always apply. Poetic licence is a powerful tool in grabbing a person’s attention.
Finding the right hashtags is difficult. You want the ‘Goldilocks Zone’ of search volume—not too much that the post is buried, but not too little that it’s irrelevant.