Case Study #1: Tap into CreativeLive App Launch Campaign
Challenge:
CreativeLive needed to launch a new app and wanted to increase downloads of our Apple TV app, which was struggling to attract users because the messaging was dense and complicated, focusing mainly on features rather than providing a clear user benefit that would move someone to download.
Solution:
I distilled the brand’s product to convey ease of use and communicated the value of the product
How I helped:
I partnered with design, content, and product to understand the user needs and map out the scope. From there, I wrote the landing page, product launch email, video scripts, and App Store description.
Case Study #2: What We’re Thankful for Email Campaign
Challenge:
Create a brand-centric email that would cut through the clutter of Q4 promotions and connect students in an emotional way to their instructors and the CL brand while still driving revenue.
Solution:
I proposed breaking out of our normal sale template email format and using authentic quotes as part of the narrative structure of the design.
How I helped:
I curated the quotes and wrote the opening letter. I also worked with the designer on the narrative structure of the email design. The result of this email was an increase in open (+15%) and clickthrough rates (+21%).
Case Study #3: CreativeLive About Us
Challenge:
CreativeLive’s mission and focus had evolved but its landing pages and messaging had not. I was tasked with refreshing the existing content which was too dry to more accurately reflect the new direction of our brand and objectives.
Solution:
The existing messaging needed to be pared down and reinvigorated with our brand voice and tone.
How I helped:
I collaborated with the Brand Manager to re-concept the company’s mission and vision statements. Then I drafted copy dialing up the ethos and pathos to communicate how the brand lives and breathes the creator’s journey. To reach consensus, I shared the copy with the executive team members to ensure we achieved the right tone.
Case Study #4: Learning Paths
Challenge:
CreativeLive wanted to curate classes for students invested in developing specific skills with learning paths and we needed to communicate this new feature effectively.
Solution:
Describe how learning paths work in clear simple language.
How I helped:
I led the messaging effort for the learning paths campaign and collaborated with the project manager, brand manager, and content managers of each channel to ensure content accuracy, brand cohesion and style, and user accessibility. To give each class more visibility, I curated reviews for the landing page.
Case Study #5: Class Description Reboot
Challenge:
Deliver a plan to optimize new class descriptions and implement it into the content team workflow.
Solution:
I created a writing template for content managers to easily write copy for students to enroll and or buy classes, and inspire them to engage with the larger CreativeLive community.
How I helped:
I created a simple repeatable template for content managers to write consistent clear and compelling class descriptions and presented this plan to executives to share with the Marketing Department.
Case Study #6: 404 Pages
Challenge:
CreativeLive wanted to redesign their existing bland error pages and inject humor into the user experience while still being helpful and inspiring.
Solution:
I paired light-hearted and inspiring quotes with traditional error experiences and wrote new copy to redirect users.
How I helped:
I collaborated with a product designer to articulate goals and align on key messages. From there, I curated a selection of quotes to correspond to error messages and wrote new copy to guide users on their next steps.
