Content Design Lead, Central Social Impact (CSI)

Meta BrandX (MBX): 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.

Convey Value

Amplify the good that happens on Meta’s platforms.

Objective: Launch the Meta convey value unit on Facebook.

Considerations:

  1. Create variants using articles with: static images, static and video, and reels (new to FB).

  2. Unit objectives from the brief:

    1. Meta attribution

    2. Define Meta (Meta technologies includes FB, IG, WhatsApp etc)

    3. Establish Meta as a place for positive experiences

    4. Highlight the positive experiences are a result of connection with others

    5. Personalize copy to story categories

    6. Create in-product copy based off limited marketing materials from the soon-to-be-launched Meta brand

Process: Lots of copy rounds, education, and negotiation between product and marketing because the brief didn’t consider content design best practices.

Results: Marketing refined priorities and initial tests show evidence that exposure to the units can shift believability with no regressions on product metrics.

Next steps:

  1. Content audit other new Meta brand in-product copy to see how it’s performing. (No in-product copy for the new Meta brand had been written or tested at the time of writing.)

  2. Test end card copy.

  3. Parallel path personalized copy once story categories have been approved. (Content labeling bottleneck on manual review from privacy, policy, and legal.)

Support for Personalized Ads

Small Business Consent (Opt-Out) Flow

Objective: For brands to keep the small business classification MBX gave them so Facebook can promote the businesses in marketing efforts.

Considerations:

  1. Highlight benefits for the business and their consumers.

  2. To set expectations that their ads may not be featured/promoted.

  3. Educate that this is solely for ads and not a permanent fixture e.g. icon.

  4. To learn if businesses agree with MBX’s small business definition.

  5. Limited dwell time.

  6. Launch to small businesses on FB US, France, and Italy.

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

Next steps:

  1. Consider a user-facing badge to tell the consumer is shopping from a small business.

  2. Demonstrate how ads are included in personalized experiences.

Profile Page

Profile Page

Dialogue

Dialogue

Decision

Decision

A. Opt-out confirmation

A. Opt-out confirmation

B. Remain confirmation

B. Remain confirmation

MBX Quick Promotion (QP) Audit

Objective: Audit 200+ CSI QPs across Facebook and Instagram messaging surfaces to create focus for rapid testing.

Actions & Considerations:

  1. Determine what a successful QP is.

    1. Analyze characteristics most important to MBX e.g. messaging, tone, surfaces, etc.

  2. MBX’s mission is to ‘win hearts and shift perceptions’ and research revealed that what drives sentiment isn’t necessarily what drives click-through rate.

    1. Investigate other elements to get a sense of impact to sentiment.

  3. Research revealed that attribution back to the brand is critical in order to accrue sentiment impact back to Meta.

    1. How often is attribution via visuals and copy included in these QPs?

    2. Where is it implemented and how can we leverage attribution for rapid testing?

Outcome:

2023 Performance Review Key Area of Impact - Strategy: “This systematic tool will create focus and efficiency (and ideally result in cost savings)…You were highly proactive in your research and thorough in your deck build… A great example of how you are able to leverage synthesis of findings and demonstrate systems thinking ability.” - Allison Roger, CD Manager

Next steps:

  1. Create a matrix and timeline of the surfaces and tones to rapid test.

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: I was the project lead working with all product managers (PMs): Pax device PM, Era device PM, Software PM, Engineering PM, and App PM.

Considerations: Maintain consistency and create efficiencies for the future.

  1. 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.

  2. Think globally - everything requires French translation.

  3. 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 Names:

  • Era Pro (new device)

  • PAXSmart

  • PodID

  • ExpertTemp

  • PAXFinder

  • Beacon

Next steps:

  1. Consumer test name recall and impact to inform if the language is needed in communications and collateral.

Website Relaunch

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

Actions & Considerations:

  1. Align to new brand guidelines (lifestyle vs tech-forward).

    1. Action insights from voice and tone testing.

  2. Demonstrate industry insight that quality is the most important brand attribute to consumers.

  3. 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.

  4. Consumer dwell time.

  5. Tight timeline so A/B test on Canadian site.

Next steps:

  1. Create a design to feature multiple products (devices) at once.

  2. Explore ways to layer in industry insight (quality is key brand attribute).

Old website

Old website

New website

New website

Before & After

Old Website

  • Six CTAs across the homepage

  • Almost infinite scroll

  • The blog isn’t aptly titled: “Modern Cannabis, Explained”

  • Mission statement at two different places

  • Duplicative copy: “Get exclusive news, deals & discounts”

New Website

More efficient user experience: 

  • Clear point of view

    • Rosin is priority

    • Other devices secondary

  • Clearer call-to-actions with hierarchy

    • Add to cart (primary)

    • Subscribe (primary)

    • Shop (secondary)

    • Connect (secondary)

    • Support (secondary)

  • Clear tone of voice (‘Expert’)