Autumn/Winter ‘13 Collection
Year: 2013
Channels: London Underground TCP
Role: Copywriter
In the early days of MADE.COM, the biggest hurdle the brand faced was distinguishing itself from the competition. Why would consumers choose us over the plethora of other, more established furniture companies?
One of our marketing team managed to get a massive discount on some last minute advertising space on the London Underground, so we took it as an opportunity to tell our story to the brand’s then biggest market. The furniture speaks for itself, but it was the way the brand did business that we really wanted consumers to understand, and the high dwell time on commuter trains was a great place to do that.
MADE’s First TV Ad
Year: 2013
Channels: TV
Role: Script Writer
In September 2013, MADE was 3 years old getting ready to launch across Europe, so we wanted to produce a big ticket TV ad to create a lot more awareness both in the UK and in our new markets. We developed the concept, storyboard and script in-house and worked with an external production agency to put it together. We wanted to show MADE’s passion for great design, so opted for a tongue-in-cheek approach that asserted us as a brand that didn’t take itself too seriously, while still showcasing the great pieces available in the collection. It was also the first time we introduced the brand’s tagline – Great design direct from the makers.
The Kringle Collection
Year: 2013
Channels: Email, Video, Earned
Role: Copywriter
As a Christmas PR stunt, we worked with one of MADE’s core designers, Steuart Padwick, to create the “Kringle Collection”, I wrote everything for the campaign – the name of the collection, a spoof product page, the “launch” email, and the script for the accompanying video, which you can check out via the link above. It was a lot of fun to put together and even over a decade later I still look back on it very fondly.
Email Newsletters
Year: 2013-2014
Channels: CRM
Role: Copywriter
The biggest BAU output we had in the studio were our email newsletters, going out 2-3 times a week. I was responsible for all editorial content that was produced. I’ve picked out two here – one, including an interview with designer Steuart Padwick, and another, with the not-entirely-awe-inspiring Sensé Bins.
The reason I chose this is because of the story behind it. The merch team had a bit of a problem on their hands – they had a huge stock of the aforementioned bins that simply weren’t shifting. So, I wrote a new hook for the product, tying it to Christmas and recycling. It resulted in a huge increase of sales that made this humnle email the most profitable of the year.