ann aberin
copywriter
Online work
No stranger to the webernet, I've written sites, company blogs, social media apps, online articles, and other such interwebbery.
Kraft's website to launch this nut/dried fruit snack.
Intro video to brand values
Health myths and truths outlined in an interesting way.
Kraft's website to launch this nut/dried fruit snack.
Kraft: Back To Nature
Communications Challenge: Launch Kraft’s premium line of nuts and dried-fruit snacks, at a time when the market is spending less on premium goods.
Creative Solution: Create a brand website that focuses on simplicity and truth. By being transparent about why the product is premium (no additives, no preservatives), we were able to highlight why these snacks are better than regular bulk store finds. We used simple verbiage and design to reflect the brand’s personality and beliefs.
An introduction to this mom-centric community
Web banner inviting moms, bloggers, and mom-bloggers to join the community -- having access to great brands in the process.
An introduction to this mom-centric community
Mom Central Canada
Communications Challenge: Introduce an online community designed for busy moms, with a focus on brand recognition and product testing.
Creative Solution: Create copy that resonates with the target market - today's busy and web-savvy mom. The tone and copy were friendly, inviting and simply straight-up.
What Feeds Your Hunger Online Contest
Youtube page was branded accordingly. Videos from participating bands were posted and linked.
Fans voted for their favourite band via the Fan portal.
What Feeds Your Hunger Online Contest
Hershey: Oh Henry!
Communications Challenge: Put the Oh! Back in Oh Henry! (i.e., How do we update the image of this tired brand?)
Creative Solution: Market research revealed that our target is hungry for music, and they also spend a lot of their time online (YouTube, Facebook, MySpace). We leveraged this by creating an online community, with direct communication to our target via e-mail and social media. An online contest among Canadian indie bands was set up, where users can either be a band or a fan. The winning band performed at Virgin Festival in Toronto.
Results: Media attention from all across the country. Meanwhile, at Virgin Festival, the crowd gravitated towards the Oh Henry! stage and booth, gaining credibility among the young, hip market once again.
Volvo: For Life
Communications Challenge: Leverage a database of Volvo owners’ email addresses to enhance their customer service experience.
Creative Solution: Create an e-newsletter and online newsletter reflecting the brand’s personality. “For Life” became a source of useful and/or entertaining information, and a means for Volvo owners to avail of savings first-hand as well. The program was introduced with a successful online offer and e-mail announcements.
Break the ice with a Facebook intro
Break the ice with a Facebook intro
Hershey: Ice Breakers
Communications Challenge: Create a fresh and fun Facebook app using Hershey’s Ice Breakers’ brand cues.
Creative Solution: The Ice Breakers app is for people who would like to be introduced to a new friend via a mutual friend. The copy reflected a friendly, fun (flirtatious?) invitation to use the app.
The Yo-yo Effect in Weight Loss
Why Exercise Alone Won't Help You
The Yo-yo Effect in Weight Loss
Slimband: Blog
Communications Challenge: Motivate and educate current and potential Slimband customers on proper weight loss techniques and general nutrition and health matters.
Creative Solution: Write blog entries and articles that resonate with the target.