Some copywriting are enjoyment in itself
Like this one marketing project, I did for #Lush4Men when you ask yourself, hmm... Lush is known for more feminine-oriented really awesome products and now, how do you even campaign to let men and male-identified populations know that Lush products are equally a great thing for men? Not just for campaign sake, I mean... they have really great eco-friendly products that are so out-of-this-world (like this guy you see on my video screen in a bathtub full of rose petals and a favorite cuppa - you must think what good karma got him there surely :D) This is my strategic marketing term project so zero fees were paid, but I enjoyed creating the video and if you want to know how I am proposing to entice men and the male-identified - check my Linkedin attachment.
The other really superb enjoyment I had with the Lush project is write-up two ad copies in an hour (I did it in 45 minutes, plus research - maybe because it's winter and the sun was shining yet the heat was not 'global-warming' heat. Maybe this did the trick. Want a clue, read on.
COPY 1 (copy 2 is even better ...)
Intergalactic Peppermint Neon Bath Bomb by Lush
( https://www.lush.ca/en/bath/bath-bombs/intergalactic/9999904031.html )
The only way you can feel truly out-of-this-world is to go Interstellar. And the only way you can go interstellar without rocket science is to go for the LUSH Intergalactic Bath Bomb - Peppermint, Cedarwood Oil & Popping Candy.
Where?
Right here, Right now...in your bath, you linger with an unimaginable soft fragrance. As they say, it’s uplifting. Just like a supernova burst. It is. And you come out feeling invigorated, like a space warrior with all its glitter - pure, cool glitter on your skin - no microplastic to ruin earth either.
________
COPY 2
Scrubee Body Butter
https://www.lush.ca/en/shower/body-butters-conditioners/scrubee/9999907188.html
A New York ‘Ghost’ once told me that Scrubee can even soften a ghostly body!
How? It’s such super-pure organic cocoa butter - melts like it didn’t exist yet leaves your skin exfoliated by almond bits. It is so heavenly that even a ghost gets massaged and honeyed! So, if one day while strolling, you catch a whiff of sweet, rich toffee scent unlike any other - and you can’t see anyone. Well, the Scrubee New York Ghost just walked past.
CLUES
Copy 1 is based on the research of the product or service's unique features and integrating that with how a user might experience the benefits. Market segmentation of user type/personalities lays the foundation for this method of ad copywriting.
Copy 2 (my favorite) has the aforementioned but is narrative as it tells a real story from a real user. This is done by diligently browsing through hundreds of user comments etc. thru social media. Of course, with this 20 minute-only copy, I took the 'New York Ghost' review that was already on Lush.com but created an appealing copy with it.
I hope you enjoyed it too.
Visit my Behance: https://www.behance.net/ZedarThokme