I am the lead copywriter for all COVID-related marketing for abercrombie kids.
As with most of the retail world, we had to pivot extremely quickly to make sure that we were meeting our customers where they were, where they were comfortable and absolutely not coming off as tone deaf. In the early weeks of the pandemic, that meant the entire company working from home and the marketing team backtracking and revisiting work we had already done, as well as moving forward with a new voice and tone.
Two weeks into working from home, my supervisor left for maternity leave and I became interim copy manager. I've worked closely with strategy, design, leadership and my Abercrombie & Fitch copy partners to create messaging that is authentic and empathetic from a corporate level, and have worked with my immediate creative team to pivot the a&f kids' voice into a positive, parent-friendly, relatable voice, all while managing a team of remote freelance writers.
This has been one of the biggest challenges of my career (as I imagine it has for many), and I continue to learn & evolve the voice as we get feedback from leadership and, of course, our customers. Below are a few pieces of post-COVID marketing.
Two weeks into working from home, my supervisor left for maternity leave and I became interim copy manager. I've worked closely with strategy, design, leadership and my Abercrombie & Fitch copy partners to create messaging that is authentic and empathetic from a corporate level, and have worked with my immediate creative team to pivot the a&f kids' voice into a positive, parent-friendly, relatable voice, all while managing a team of remote freelance writers.
This has been one of the biggest challenges of my career (as I imagine it has for many), and I continue to learn & evolve the voice as we get feedback from leadership and, of course, our customers. Below are a few pieces of post-COVID marketing.
