The Brand
ESR: a leading brand of tech accessories.
The Challenge
Conduct competitor research and a FABE analysis to prepare a launch strategy in collaboration with the product team for an innovative new iPad case. Name the product and collaborate closely with visual design, video, and packaging teams to lead the creation of all marketing materials. Write all copy and ensure it pairs seamlessly with visuals to create unified messaging.
What I Did
Copywriting, marketing materials, and a product marketing plan that ensured a better-than-expected launch and the capturing of 20% market share on Amazon within 6 months.
Emphasising the Value Proposition
The case was designed to complement the existing Rebound series and was a slight upgrade from the standard, best-selling model. The strategy was to use the existing market loyalty to the Rebound Magnetic Case and present this new offering as an upgrade. To achieve this, I named the product the Rebound Magnetic Shift Case, simultaneously emphasising its upgraded functionality and its similarity to an old favourite.
A Cohesive Narrative
The product page content is benefit-driven and crafted to emphasise the advantages of the case and present its practical, real-world use cases, as well as presenting the features that made it a better offering than others.
