— STAKEHOLDERS
Experiential Marketing
— ROLE
Copywriter
— DATE
06/ 2019 -
02/ 2020
After experimenting with several pop-ups in select malls, Wayfair opened its first full-service brick-and-mortar store in the Natick Mall in 2019.
Working with Experiential Marketing, Motion, Video, Major Promotion, and Copyediting teams, I helped develop the voice for the store’s online presence, writing copy for email invitations and announcements on our social media channels.
Achieving a cohesive voice for this project required brainstorming meetings, several rounds of feedback, and input from senior management.
email invite
For the big announcement, we sent out an email blast. Our goal was to differentiate the permanent store from the pop-ups, set expectations for how the new store would work, and promote exciting features like the Home Bar. We also added a link to what would be stocked at the store, so customers who don’t live in the Greater Boston area could get in on the excitement.
social media blast
My goal with these assets was to distill the email blast into bite-sized social media posts. These include Instagram (story and static), Facebook, and Twitter.
360 virtual reality video
Posted to the Wayfair Facebook and Youtube pages, this 360 virtual reality video was our way of in 2019 customers outside of the Greater Boston area experience the store.
Working with our video production team, I crafted in-video copy to help engagement. Pop-up blocks of text provide instructions and trivia, while easter eggs add an element of gamification.