Website Refresh
After taking the client through a series of brand positioning workshops and completing extensive audience persona research, we brought the brand’s updated position and identity to life with a website refresh. I was the lead copywriter on this project.
Brand Positioning
We kicked this project off with a series of stakeholder interviews, customer interviews, and competitor research to pinpoint a market position for Aethern Beauty that resonated among its target audience.
User Journey Map
Once our brand positioning and audience personas were squared away, we moved onto mapping out the user journey from awareness to consideration and conversion for this full-funnel paid media campaign. The below map illustrates how we created four story arcs for this campaign, one for each audience persona and one evergreen story to target all three. Each journey includes an awareness phase before moving onto benefits-focused retargeting messaging and finally, social proof messaging in the form of doctor and consumer testimonials.
Full-Funnel Display Ads
Finally, we brought this brand to market with a full-funnel campaign that targeted each of our audience personas based on their unique pains and gains. The campaign moved audiences through awareness, to consideration, and social-proof.
