• Brand voice development
• Country campaigns
• Black Friday leadership
• Wishmas campaign messaging
• Anniversary Sale campaign messaging

Challenge: In 2023, Wish shifted its focus away from Gen Z to Millennials and Gen X so the brand voice needed to be revamped to cater to these new target audiences.

Process:  I spearheaded the development of new copy guidelines through a rigorous global deep dive. This comprehensive process involved leading a team in an extensive exploration of how these demographics grew up, their cultural influencers, inherent traits, preferred vocabulary, and more. Insights gleaned from this research were crucial in shaping a nuanced understanding of their preferences and communication styles. Throughout the process, I facilitated workshops and brainstorming sessions to foster creativity and ensure consensus on the developed guidelines. This collaborative approach enabled us to refine our messaging strategies effectively, ensuring they resonated authentically with the target audience

Results: 

• Updated global brand voice attributes/personality traits - This involved defining key messaging themes and tone of voice considerations.
  
• Brand voice dos and don'ts list - This resource ensured consistent, clear, and authentic communication that aligns with the brand's values across internal and external content.
• New messaging strategy - Designed to articulate added value and new features effectively.
  
  An excerpt is below and you can view the full brand refresh I developed here.
  

Challenge: In November 2021, the Wish app was banned in France. The ban was lifted in 2023, and I was tasked with developing the first set of messaging intended to revive buyers who had not purchased for over a year. 

Process: I conducted a thorough analysis of consumer sentiment and market trends specific to France. Leveraging this research, I developed a comprehensive content strategy that centered on addressing common consumer concerns such as product quality, delivery times, and customer service reliability.

Messaging: The messaging was crafted with meticulous attention to cultural nuances and preferences, ensuring it resonated authentically with French consumers. Key elements included emphasizing product benefits, local vendors, and highlighting improvements made during the app's absence. The tone was empathetic yet confident, aiming to rebuild trust and reignite interest among former users. Throughout the implementation phase, I continuously monitored performance metrics and gathered feedback to refine the messaging strategy further. As seen below, this iterative approach allowed us to adapt quickly to consumer feedback and optimize our communication tactics effectively. As a result, we successfully revived engagement among dormant buyers and strengthened Wish's position in the French market post-ban.

Challenge: Wish, headquartered in San Francisco, has often been perceived as a Chinese-based company. I faced the task of crafting messaging that emphasized the company's American roots without appearing overly assertive.

Process: I oversaw the development of key messaging pillars and crafted specific content that delicately balanced pride in Wish's American heritage with an inclusive, global perspective. This included creating compelling narratives and partnering with the design team to select imagery that reinforced the brand's international appeal.

Messaging: I conceptualized a 'global passport' messaging theme. This approach not only underscored Wish's origins in the US but also emphasized its extensive global reach and diverse product offerings beyond China. The strategy aimed to position Wish as a cosmopolitan brand with access to a wide range of products worldwide, appealing to a global audience while staying true to its American foundation.

Challenge: To compete with other retailers, Wish launched a month-long Black Friday campaign.

Process: The process for crafting our messaging was collaborative. As the lead, I oversaw all aspects of copy development, ensuring that our communications were clear, compelling, and aligned with our brand voice. We began by analyzing the competitive landscape and market trends to identify the most appealing offers. From there, I coordinated brainstorming sessions to generate fresh ideas and worked closely with our design team to create visually engaging content. Each piece of copy was crafted to highlight the exceptional value and unique features of our deals. I guided the team in maintaining a consistent tone across all platforms, from email campaigns to social media posts, ensuring that our messaging resonated with diverse audiences. Rigorous review and feedback loops were implemented to refine our content, resulting in polished and persuasive communications.

Results:  You can view the amazing copywriting results of the team I led here. Below is some of the mult-language copywriting work I did for the most recent campaign. 

Challenge: Wish wanted to host a differentiated sale in the retail space. We partnered with an agency that came up with the event name,  Wishmas. I was then tasked with leading the messaging strategy, including the campaign story, phrases to use, and unique selling propositions to highlight.

Results:  My role extended to overseeing and personally crafting copy for various deliverables, including a compelling insert designed to drive app visits for exclusive deals. Additionally, I streamlined a system to manage over 180+ copy strings generated by a team of copywriters. Below are excerpts of the campaign copy I authored across multiple platform.

For Wish's inaugural anniversary sale, I lead the copywriting team in crafting content for a variety of platforms, ensuring consistent messaging and voice tone. 

I oversaw the output of over 200+ lines of copy across performance ads, email, in-app banners, affiliates, and more. I developed a content strategy that was meant to dive conversions and build trust with consumers.