Web Copy + Promotion + Naming
The task was to create an online campaign leveraging spokesperson B. Smith in the low involvement category of dishwashing liquid. We knew our target felt passionate about cooking, so we created a microsite where visitors could access recipes and entertaining ideas.
Goodlivingkitchen.com became a favoured site for recipes and tips, creating kinship among food lovers. Each quarter, we created content, teasers, promotional sweepstakes and coupon offers. And sent an e-blast the the record number of visitors who opted in.
Role: Concept creator, Copywriter