Portfolio - Creative Copywriter
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Tatiana is a creative copywriter showcasing her notable projects, including campaigns for Paulig coffee and Ballantine's. She emphasizes her strategic input in launching products and engaging consumers through innovative promotions and social media strategies. The document highlights her ability to combine creative concepts with detailed mechanics to achieve significant marketing results.
Portfolio - Creative Copywriter
- 1. HELLO! I AM TATIANA, A CREATIVE COPYWRITER LOOKING FOR A NEW GREATER JOB. CHECK OUT MY BEST CASES SO FAR. EVERY CASE HAS A DESCRIPTION OF MY PART OF WORK DONE FOR EACH PROJECT. HOPE YOU ENJOY IT!
- 2. PAULIGCHALLENGE Launching the new premium coffee line Paulig Presidentti: The Big Idea + SMM support + different promo mechanics for three locations (MEGA mall, business centers, instore). Presenting to the headquarters. MY SOLUTION Complex multilevel promo for the ultimate consumer (both online and offline) that combines functional benefits of the Paulig coffee and it’s emotional story: the simplicity of making coffee + the charm of each moment of a lifetime. PERSONAL INPUT LAUNCHING STRATEGY / CREATIVE IDEA / KEY VISUAL / TREE DIMENSIONAL BTL PROMO / DETAILED MECHANICS / SMM ACTIVITIES / PROMO MATERIALS VISUAL CONCEPT / FINAL TEXTS
- 3. By chance or by coincidence “a shot” means “an instant photographic snapshot“ and “a cup of coffee drunk in one gulp” at the same time. By chance or by coincidence every time you smell the aroma of Paulig coffee, it’s a special moment of happiness, that you want to impress – in a photo maybe? Taking and sharing photos is a powerful current trend. Usually happy moments rush by like shooting stars. But imagine a place where all moments of happiness come to standstill just to extend your pleasure. That place does exist – it’s a “World of impressions” café – come open it with a cup of natural Paulig Presidentti coffee! & MY CONCEPT IDEA KV PAULIG
- 4. - Pop-up cafe - Degustation - Instagram voting - Professional barista training “Feel and impress magic moments” - interactive exhibition dedicated both to Paulig coffee and to the Instagram way of taking photographs. Election of the best picture that receives a prize – a trip to Helsinki, the capital of contemporary photographic art. RESULT plan overfulfilment in degustation –152% in amount of contacts – 220% PAULIG - Photo contest announce - First phase of the photo contest - Special photo blogger action SMM MY ACTIVATION PART: MEGA PROMO FORM CAFE OF IMPRESSIONS
- 5. PAULIG - POS materials - Promo stand - Degustation - Consultation - Gift for purchase “Do you believe that natural coffee Paulig Presidentti can be made as easy as the snap of the photo camera?” - at our promo stand you can learn that at first hand. Promoter turns to the consumer and offers a cup of natural coffee in exchange for a curt answer – absolutely irresistible! RESULT 8 trading networks, 87 POS 57 880 cups 11,9% response MY ACTIVATION PART: INSTORE PROMO STAND
- 6. - Degustation - Facebook activation with material gifts - SMM buzz Special promo stands placed in A-class business centers. Anyone could receive a cup of hot & natural coffee Paulig Presidentti – but only after “liking” the brand via Facebook. Customers get a paper Paulig coaster, so they can take a photo with it and their colleagues in the office to gain special Paulig Presidentti coffee set. RESULT 6 360 degustations 3 000 prizes 2,7% - growth of the marketing share SMMSMM - Back to online - Viral office fun entertainment - Sending to main contest page MY ACTIVATION PART: BUISINESS CENTRES PAULIG PROMO GIFTS
- 8. BALLANTINE’SPERSONAL INPUT FACEBOOK GROUP CREATIVE CONCEPT / SMM STRATEGY / WEEKLY & DAILY POSTING CHALLENGE To turn official Ballantine’s group on Facebook into a media with actual content highly relevant to TA’s interests respecting the new alcohol advertising law. MY CONCEPT The new “WORK & ROCK” daily journal for successful young men, who work hard all day long but in the night rock even harder and have a personal motto to STAY TRUE in any case.
- 9. BALLANTINE’S MY ACTIVATION PART - Rebranding concept for the “STAY TRUE” Ballantines group: new avatar, cover and post design became more flat and stylish. - Introducing a new hashtag #staytrue to use in multiple social networks. - Contests and competitions every 2 weeks with real WORK & ROCK prizes. - Photos from thematic parties. - Exclusive interviews with opinion leaders. And off cause 8 exciting rubrics + a new cool post twice a day = 16 original posts per week. TRUE10k FAST GROWING GROUP REAL TA MEMBERS ON&ONGROUP WORKS AND ROCKS ON
- 12. CHALLENGE Development of the branded terminal and the special software for collecting the CRM data base. MY CONCEPT Providing the communication between target audience and the terminal via simple call to action – “FREE DRINK”. Receiving information about the audience through the Facebook integration draws you from online to real world bar. BALLANTINE’S TERMINAL PERSONAL INPUT PROMO MECHANICS / SMM LINK / CTA
- 13. MY ACTIVATION PART ONLINE TO OFFLINE MECHANICS REGISTRATION IN TERMINAL VIA FACEBOOK ACCOUNT APPLY YOUR ADMISSION CARD (RFID MARK) TO THE TERMINAL APPLY THE QR-CODE THAT YOU’VE RECEIVED IN ADVANCE WITH YOUR SMARTPHONE TAKE A CHECK TERMINAL AUTOMATICLY DOWNLOADS YOUR FACEBOOK ACCOUNT AND PRINTS A CHECK REICIEVE YOUR FREE SHOT OF BALLANTINE’S AT THE BAR IN EXGANGE FOR THE PRINTED CHECK 1 2 BALLANTINE’S TERMINAL LIKE!30 TERMINALS IN DIFFERENT LOCATIONS WORK IN PROGRESS
- 14. BURNCAMPAIGNS I WAS INVOLVED IN 2012 2013 2014 burn DJ label is launching, making a series of own events. burn makes a lot of events: festivals, promos, corporates. burn starts a new policy of mass community integration to create one of it’s own. BURN DJ FIRST INHOUSE EVENT All-Russian promo on the newburn.ru area, ON AIR voting via DFM radio station & MTV RUSSIA, twelve-thousandth concert: PAUL VAN DYKE SELF RUN TRADE PROMO Promo-packs in furtherance of sales Appeal to take part in key activities BURN CITY SOUND CAMPAIGN Relevant communities integration (DJs & electronic musicians) EVENTS / 360 INTEGRATION - Sensation - Pirate station - Trancemission - The Tiesto show on the Red Square INHOUSE Sales team motivation program INHOUSE BURN DJ EVENTS - Dash Berlin - Knife party (Pendulum) - Etc.
- 15. BURN PERSONAL INPUT Total support of the brand in creative resolutions for long term strategy, additional point promos and all text content of any form and size for many occasions (that often had to be written immediately). - Scenarios - Instructions - CTA - Promo speeches - Promo clothes concepts - Press releases - Creative POSM ideas & content - Posters, flyers - Site content - Etc. >20 BURN EVENTS 100К SMM CONTACTS >71k QUALITY CONTACT 3 YEARS OF BURN
- 16. BURN INHOUSE FINAL TEXT EXAMPLE MOTIVATIONAL PROGRAM IDEA
- 17. BURN EVENTS FINAL TEXT EXAMPLE PROMO SPEECH PROMO FORM
- 18. FINAL TEXT EXAMPLE POSM PROMO STAND PROMO FORM BURN PROMO
- 19. FINAL TEXT EXAMPLE PRESENTATION INFOGRAPHICS (IDEA) MARKETING CLUTTER RESEARCH BURN COMMUNITY
- 20. BURN NCP CONCEPT / MECHANICS / PRIZE POOL CHALLENGE Creative support for burn NCP 2012 that went in cooperation with David Guetta IDEA With burn you can become a DJ as great as David Guetta himself ACTIVATION To make a three-way mechanics: guaranteed prizes for minimal purchase, ball auction for middle rewards, creative competition for the Dream prize – a super audio system that would make your music sound professional 57к PARTICIPANTS 158к CODES ACTIVTED
- 21. WINSTON XS PERSONAL INPUT VISUAL CONCEPT / PRESS RELEASES / FAST PRODUCTION CHALLENGE PR support for series of parties marching one by one all over the country as a tribute to brand new Winston XS Micro cigarettes according to the recent tobacco advertising law. MY SOLUTION Total visual integration of Winston XS Micro brand design in any announce material. In a mater of content brand is mentioned strictly as described in the law, though in narrative some metaphoric parallels may appear. 300EVENTS 35RUSSIAN CITIES 6MONTHES NONSTOP 700kCONTACTS
- 22. WINSTON XS FINAL TEXT EXAMPLE The copy was mostly realized as flyers but a few were printed in some magazines, popular among TA, like «Afisha».
- 23. AEROFLOT PERSONAL INPUT PROMO PAGE CONCEPT / BANNER IDEA / CTA CHALLENGE A banner and a promo site for transcontinental Moscow stopover flights combined by one creative idea: Aeroflot is an official carrier of Manchester United football team. MY CONCEPT Aeroflot transfers from Europe to Asia through Moscow can de as smooth and clear as passes between MU stars: Ryan Giggs, Rio Ferdinand and Robin Van Persie.
- 25. ROLLTON NCP CHALLENGE To elaborate all creative support for the long term national consumer promo 2013 with a specific target audience. MY CONCEPT Selecting mechanics, prize fund and the Dream Prize with a high relevance to the TA’s flavors - all driven by simple and powerful call to action. ACTIVATION «Register pack codes – accumulate balls – choose prizes. Any code can win one of the 7 four-wheel trophy!» During 5 months of NCP activity was only increasing. 7% SALES GROWTH PARTICIPANTS ADRESS BASE CODES ACTIVATED 90k 700k CRM PERSONAL INPUT GENERAL & DETAILED MECHANICS / SITE CONCEPT / CTA
- 26. COCA-COLA CHALLENGE Creative support for the NCP 2012 + mechanics. Collaborating with international Coca-Cola command (4 agencies + HQ in Atlanta) MY CONCEPT Football match puts everything in it’s place during 90 minutes. So does Coca-cola, drawing 90 prizes every 1,5 hour! ACTIVATION Accumulative mechanics for the prize pool (collection glasses, balls with exclusive autographs, football table games, etc.) and drawing for the super prize – a chance to watch any football match you’d like with your friend right on the stadium! 90PRIZES IN 90 MINUTES 1 500 000PROMO CODES ACTIVATED PERSONAL INPUT CREATIVE CONCEPT / DETAILED MECHANICS / PRIZE POOL
- 27. BESEDA CHALLENGE To elaborate the nation wide low budget promo. MY CONCEPT Combined mechanics = money on the phone as guaranteed reward + creative competition for the dream prize. ACTIVATION An idea that unites two mechanics: web-&-sms algorithm “online victory – money on your phone” (as the first level prizes) and creative competition for the main prize that went totally online. 450k PARTISIPANTS 5 845 760CODES ACTIVATED PERSONAL INPUT NCP / MECHANICS / PRISES
- 28. GOOD FOOD CHALLENGE Elaborating new SMM strategy with healthy lifestyle message. Keeping posts pop and interesting for the feminine target audience of the most popular Russian social network. MY CONCEPT To visualize the amount of «healthy» information, so all the data appears neat, brief and clear. Visual identity in each post make it recognizable in a mass of news. ACTIVATION Each post was turned into infographics or redrawn in recognizable manner. +15k VK GROUP SUSCRIBERS6MONTHES PERSONAL INPUT SMM CONCEPT / CORE RUBRICS / DAILY POSTING 3POSTS A DAY
- 29. GOOD FOODFINAL COPY EXAMPLE POST
- 30. GOOD FOODFINAL COPY EXAMPLE POST
- 31. SIBIRSKAYA KORONA CHALLENGE To fulfill current posting plan supporting a unique patriotic brand + to elaborate an interactive activation, that would interact people all over the huge country. MY CONCEPT Creation of a virtual map of Russia where anyone can place a location he (or she) is proud for and to launch a voting competition between them so everyone would like to take part in it and to promote the home landmark. +5k NEW PARTICIPANTS 3MONTHES PERSONAL INPUT DAILY POSTING / NATION WIDE INTERACTIVE CONCEPT THANKSOF PATRIOTIC AUDIENSE
- 35. RUSSKY IPOTECHNY BANK PERSONAL INPUT FACEBOOK SMM STRATEGY / DAILY POSTING CHALLENGE To elaborate topics for weekly posting plan both vivid and interesting while keeping a banking tone of voice. MY ACTIVATION Creating 8 topics that are still the core of brand’s SMM. +300PARTICIPANTS ON&ONTOPICS ARE STILL IN USE
- 36. RIB BANK FINAL TEXT EXAMPLE POSTING
- 37. RIB BANK FINAL TEXT EXAMPLE POSTING
- 38. CORPORATEPERSONAL INPUT CREATIVE CONCEPT / CTA / PROMO FLYER FACEBOOK SMM STRATEGY / POSTING CHALLENGE A digital department rebranding for presentation tour to Cannes Lions 2013 MY SOLUTION As the geek mem was very popular then, I decided to play with it and to create an «anti-geek» image for digital (reed «computer addicted») agency. Instead of stooping, shy and owlish young men we presented ourselves as new generation geeks, cool, beefy and covered with tattoos. Each tattoo has a unique meaning (that is a deep Russian tendency) in a world of digital advertising. It underlined our digital expertise as well as hipster symbols, cool infographics and sophisticated slogan «I KNOW DIGITAL».
- 39. CORPORATEFINAL TEXT EXAMPLE PROMO FLYER TEXT PROMO FLYER MAP OF «CANNES LIONS EYES PARTY» BY SKLG AGENCY
- 40. CORPORATEFINAL TEXT EXAMPLE SMM POST PROMO FLYER PAGE
- 41. AVONPERSONAL INPUT IDEA / CTA / PR CAMPAIN CHALLENGE To promote the core lipstick segment via TTL and loud PR campaign MY CONCEPT Girls love to experiment with their image almost as much as assess other girls’ look. And Avon always lets them do what they want on a higher lever! UNREALEASED
- 42. ACTIVATION - Creating the promo site that attracts target audience with sharp fashion services. - Launching a photo challenge, that any girl who bought an Avon lipstick can take part in. - Voting for the best image created with a great diversity of Avon lipstick shades. Dream Prize – a shopping trip to one of the fashion capitals of Europe where you can totally update your wardrobe!
- 43. PR ACTIVATION We choose 5 well known women images and offer contemporary Russian artists to repaint them with the Avon lipstick – for example, using unique Natalie Irish technique called “lip prints”. When the art works are ready, we rent some of the gallery space and invite press for more publicity.
- 44. CLIENTS & BRANDS A POOL OF BRANDS I HAVE BEEN WORKING WITH - BUT NOT THE FINAL AMOUNT Etc.
- 45. THANK YOU FOR YOUR ATTENTION HOPE TO MEET YOU IN PERSON SOON 7 915 319 55 75 [email protected]