Wellness / Content Strategy
DE-LIVER-ANCE
Give people a reason to understand, trust and consider the product.
- My role
- Research, content strategy, video copywriting and social media design
The brief
DE-LIVER-ANCE needed content to do several jobs: explain the product, establish credibility, grow awareness and support sales. My brief spanned the research and content strategy behind that communication, as well as video copy and social media creative.
What I did
- Carried out research to inform the brand’s content direction.
- Created the content strategy document around product understanding, credibility, awareness and sales.
- Wrote copy for a video explaining and communicating the product.
- Designed social media posts as part of the content work.
A visual system for the story
The strategy had to work across formats: a longer-form video narrative, quick social posts and product-led imagery. These assets show the visual territory around the content work.
A content brief with four jobs to do
For a wellness product, attracting attention is only the beginning. People also need to understand what they are being offered and decide whether to take an interest. DE-LIVER-ANCE brought those questions together in one brief. I carried out research, created the content strategy document, wrote copy for a video and designed social media posts.
Start with the questions behind the message
The challenge was the breadth of the brief. Content had to introduce the product to people who did not know it, explain it to those who were curious, establish credibility and support a decision to buy. Those are related goals, but they ask different things of communication. My research and strategy work addressed that wider picture, giving the project a foundation beyond individual pieces of content.
Give the content a shared purpose
I created the content strategy document to bring those ambitions together. The strategic question was how explanation, credibility and commercial communication could contribute to the same brand story. An introduction has to earn attention; more detailed content has to sustain it. The value of the strategy was in considering those responsibilities together, with awareness and sales both part of the brief.
Take the thinking into words and visuals
My involvement extended into the creative work. I wrote copy for a video and designed social media posts, working across a format that unfolds over time and one encountered in a feed. That combination gave the project both a written narrative and visual content. Research, strategy, copy and design formed the scope of my contribution, connecting the thinking behind the communication with the material created for the brand.