Ornament | August 2020 — Present
Content Marketing
As Ornament expanded into the American market, they wanted a fresh, native perspective for their marketing campaigns. Together, we reviewed their existing efforts, localized them for use in the United States, and launched entirely new campaigns.
The content strategy and execution were expansive, covering multiple mediums across social media, email, paid ads, and more.
Website Copy
Ornament’s website needed a refresh to drive American users to the app. Because Ornament was already well-established across Europe, they had sound copy guidelines in place. I started with a content audit to adapt the writing guidelines and tone to the American market. Using this information, I wrote new copy that clearly explained Ornament’s features and answered common questions.
A mix of copywriting and UX writing best practices were employed during the refresh. It was important that navigation remained clear and fit with Ornament’s larger standards while updating to the new tone of voice. The content of the website was treated similarly — clearly defined sections and easy-to-understand copy were major goals.
Marketing & Social Media
Establishing a consistent tone across social media posts, emails, and ads was paramount in attracting new users to Ornament. We aim to come across as friendly, useful, and informative.
Research showed that our target users heavily focused on Instagram and Facebook. As such, the bulk of our work focused on creating video ads and social media posts for use across these sites. I led a short campaign focused on distributing relevant information to people interested in taking control of their health.
E-books & Ads
As part of an effort to become a source for medical information as well as lab result tracking, Ornament released a series of free e-books. I helped edit the e-books, wrote an email campaign centered around their launch, and wrote targeted ads for each book.