Client: Imaginary
Project: Wellness app launch
Spec work completed as part of the ilovecreatives Creative Copywriter Course by Tasha Young (February-July 2024).
The Brand: Imaginary is a fictional app designed to inspire adults to reconnect with their imagination. Their target audience are professionals aged 25+ living with mild to moderate stress, depression, or anxiety. The app aims to improve mood, creativity, focus, and overall wellbeing.
The Brief: Write copy across various platforms promoting launch of the Imaginary app and encouraging target audience to sign up to the free 30-day trial.
Project Roles: Writer, adopting brand’s tone of voice, generating ideas, copy editor.
Deliverables:
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Headline (on-image copy) and caption for Imaginary’s social media campaign.
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Subject line, pre-header and body options for Imaginary’s email marketing campaign.
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Headline and sub-headline copy options for website homepage.
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Headline, meta-title, meta-description, and product description options for Imaginary’s 365-page journal.
Social Media ads
The Brief: Write copy for headline options (on-image) and body options (caption below the image) for paid social media ads announcing the free trial and enticing sign ups from their target audience.
Approach: Having familiarised myself with Imaginary’s tone of voice guidelines, I put pen to paper and began brainstorming. Since I’m their target audience, I found my imagination flowed during this process.
Since the headline (on-image copy) is the first thing users see on social media, the copy needs to make an impact. This is why I chose to make a statement to grab the target audience’s attention.
The caption below the image is where I expand on the headline and explain the benefits of the app, inviting them to sign up for the free trial.
Email Marketing
The Brief: Imaginary are ready to launch their app! People have been on the waitlist for months, now the product is ready to make its grand entrance. I was tasked to write copy for the subject line, pre-header text and body copy options for Imaginary’s email marketing campaign, enticing users to sign up for the free trial.
Approach: Attention-grabbing subject lines and headlines are key to email marketing. The copy needs to stand out amongst all the other emails cluttering up your inbox. Then follows the body copy—it needs to sway your target audience enough follow the CTA.
To entice the brand’s audience to open the email, I used copy that explains the benefit gained from using the app. I then introduce the free trial in the preview text, a further incentive.
The body copy further expands on the subject line and preview text, explaining what the app does and its benefits. It was important to state the app is backed by science to prove its validity. The email copy ends with a simple CTA, inviting people to sign up to a free 30 day trial.
Homepage Hero
The Brief: Write a headline (5-10 words) and sub-headline (one sentence) for Imaginary’s website that grabs attention and makes people want to know more about the brand and app.
Approach: Making an impression is super important when it comes to your website homepage.
The headline options make it clear what the app does. The sub-headline explains the benefits of using the app.
SEO Content
The Brief: Write a paragraph of SEO content for Imaginary’s 365-page inspiration journal, to be used alongside the imaginary wellness app. Write a product description for the journal’s product page. Use keywords to rank in Google search.
Primary keywords: “Inspirational journal” and “value-based living”.
Secondary keyword: “What is an inspiration journal”.
Approach: Having done keyword research, I wrote copy for the headline title, SEO meta-title, SEO meta-description, and a product description in order to get Imaginary’s journal in front of their target audience on Google.