Ad copy
Ad copy written by myself in collaboration with clients and the Advertising Manager during my time as a Digital Performance Analyst at In Social.
Captions explain the thinking process behind each piece of copy.
The problem: Customers want a reusable water bottle, but glass options are fragile and easy to break. // The solution: The copy taps into the “emotional support water bottle” trend, reframing durability as dependability and positioning the material as strong enough to last through both everyday use and life’s ups and downs. (I wrote copy for this campaign and shot the video/photo content as well.)
The problem: Many reusable water bottles leak, making them impractical for everyday use. // The solution: The copy anchors on three core benefits: stylish, sensible, and secure, with “secure” directly addressing the leak problem. (I wrote copy for this campaign and shot the video/photo content as well.)
This retargeting campaign was aimed at users who had engaged with previous ads but hadn’t completed a purchase. // The copy reframed the offer around value, highlighting product bundles that save money while tapping into the “treat yourself” trend. A play on words with “beauty under budget” reinforces affordability without compromising indulgence. (I wrote copy for this campaign and shot the video/photo content as well.)
The problem: Many water bottle designs are functional but visually dull or uninspiring. // The solution: The copy uses alliteration ("functional and fashionable”) to emphasize both practicality and its role as a style-forward accessory. (I wrote copy for this campaign and shot the video/photo content as well.)
This retargeting campaign targeted users who had engaged with previous ads but hadn’t completed a purchase. // The solution: The copy reframed the offer around bundled savings, showing users they could get the products they’d been eyeing for less. It also leaned into the idea that different bundles matched different aesthetics, an important motivator for their audience.
The problem: Customers want to enjoy wine outdoors, but traditional glassware is fragile and prone to breaking. // The solution: The copy emphasizes ChilledVino’s shatterproof material and built-in cooling technology, positioning it as ideal for warm outdoor settings. A play on words (“wine down”) reinforces relaxation while giving a nod to the product’s purpose.
The problem: Customers want to enjoy chilled wine, but it warms quickly in regular glassware. // The solution: The copy spotlights ChilledVino’s double-walled cooling technology, using the phrase “…said no one ever” to grab attention and reinforce the desire for wine that stays cold.
The problem: Traditional wine glassware breaks easily, especially in everyday use. // The solution: The copy highlights ChilledVino’s shatterproof materials and uses a relatable, story-driven approach tailored to the target audience, making the benefit feel practical and reassuring.
The problem: Customers don't know what to gift friends and family. // The solution: The copy positions ChilledVino drinkware as an easy, go-to gift; something that works for a wide range of people and occasions.
The problem: Other Peloton accessories require complex installation. // The solution: PowerProHolder accessories are designed for quick, easy setup. The copy reinforces this simplicity through playful, benefit-driven phrases like “all function, no frustration” and “snap and spin.”
The problem: Many “healthy” pasta alternatives rely on long ingredient lists filled with unfamiliar items, leading customers to question how healthy they really are. // The solution: The copy builds trust by clearly explaining the one ingredient in NuPasta that may be unfamiliar, emphasizing transparency and simplicity.
The problem: Many “healthy” pasta options take a long time to cook and don’t accommodate a wide range of diets. // The solution: The copy emphasizes NuPasta’s quick cook time and calls out the different diets it supports, making the benefits easy to scan and immediately clear.
The problem: Pasta is a comfort food, but can be heavy. // The solution: The copy reframes pasta as something you can enjoy more lightly by highlighting NuPasta’s low-calorie, lighter servings.
The problem: Traditional pasta is often perceived as unhealthy. // The solution: The copy highlights NuPasta’s nutritional benefits while using playful alliteration—“fettuccine fanatics” and “angel hair addicts”—to keep the message light, engaging, and approachable.
The problem: Many supplements are unpleasant to taste, making them hard to stick with. // The solution: The copy emphasizes that Nurish.me blends seamlessly into drinks people already consume daily, like coffee, reframing supplementation as easy and enjoyable rather than a chore.