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
A wellness product has to get attention, then help people understand what's on offer and decide whether they want it. DE-LIVER-ANCE needed all of that from 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. The goals are related, but each one needs something different from the content. My research and strategy work covered all four, so the individual pieces had a shared plan behind them.
Give the content a shared purpose
The content strategy document brought those goals together. The question was how explaining the product, building credibility and selling it could all tell the same brand story. An introduction has to earn attention; more detailed content has to hold it. The strategy planned for both, with awareness and sales in the same brief.
Take the thinking into words and visuals
I also did the creative work. I wrote copy for a video and designed social media posts, writing for one format people watch from start to finish and another they scroll past in a feed. My part covered research, strategy, copy and design, so the thinking and the finished material came from the same place.