Content Design — Anni Hall

Content Design Lead

Lead for Meta’s (Facebook’s) high stakes, 0-to-1 company-level initiative focused on creating awareness about Meta and bolstering sentiment for the brand. A complex and fast-moving collaboration between marketing and product, partnership with CreativeX, and C-suite level reviews.

Small Business Consent (Opt-Out) Flow

Objective: For brands to keep the small business classification we gave them (based upon MBX’s small business definition) so Facebook can promote them in marketing and branding efforts.

Results: 5% of businesses opted-out. The goal was <50%

Considerations:

Highlight benefits for the business and their consumers.
To set expectations that their ads may not be featured/promoted.
Limited dwell time.
Launch to 90 million small businesses on FB US, France and Italy.

Profile Page

Senior Copywriter & Content Strategist

Creative lead for global cannabis lifestyle tech brand, Pax. The brand designs consumer electronics with a connected web and mobile (iOS and Android) experience.

Name Architecture

Objective: Develop a name architecture framework for the product ecosystem, including new products, hardware and software features.

Role: Project lead working with all product PMs (Pax PM, Era PM, Software PM, Engineering PM, and App PM).

Considerations: Maintain consistency and create efficiencies for the future.

Does this require a name? Will it overcomplicate things? What is the frequency we’ll be using this? Am I highlighting the function or benefit? Is this similar to something else? If yes, treat it the same.
Think globally - everything requires French translation.
Simplicity is key to being human and understandable. Don’t over name for the sake over creating a name.

Pre-existing Names: PAX 2 (2015), PAX 3 (2016), Era (2016)

New Product: Era Pro (2020)

PAXSmart
PodID
ExpertTemp

PAXFinder
Beacon

Website Relaunch

Objective: Create an efficient user experience with clearer call-to-actions to drive conversion of the latest product.

Actions & Considerations:

Align to new brand guidelines (lifestyle vs tech-forward).
1. Action insights from voice and tone testing.
Demonstrate industry insight that quality is the most important brand attributes to consumers.
Minimize cannabis language due to the incredibly complex regulatory landscape. E.g. in the US there’s tension between established industries vs other state-based laws.
Consumer dwell time.
A/B test on Canadian site.