Ad Copy
I've worked on everything from print to digital including social ads, commercial scripts, direct response, and jingles! Advertising copy is where I really love to stretch my creative muscles and challenge myself to maximize the message and emotions in the fewest words.
Feit Electric
Problem:
This energy-efficient lighting and smart home brand has been around for over 40 years. They traditionally functioned as a B2B company and needed to generate brand awareness from consumers to pave the way for B2C sales and e-commerce.
Approach:
I worked with stakeholders to create social ads for Meta, Google, and retail media that were both branded and unbranded. We focused on 3 product lines that would appeal to our target audiences. I tailored awareness-only ad copy and conversion ad copy to provide differing information, depending on our needs.
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Solution:
Our Meta ads drove substantial awareness growth, with a click-through rate 34% over industry standard. Google ads drove conversions of 1.87%, well above industry standards for these products. Retail media returned a ROAS over 12X.
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Salazar Flame Grilled Kebabs
This Lebanese food truck restaurant was looking for website and ad copy. Their main goal was to convey that their food was traditional cooking for a modern market. They wanted to reach beyond the local Lebanese community to a diverse, young, adventurous crowd through social media ads. I created not only the copy but designed the video layout and edited the music for their campaigns.
Brew Haus Coffee Mill
Problem:
This coffee company needed a way to stand out from the multitude of coffee shops around every street corner.
Approach:
I turned the owner's passion for traveling the globe and importing beans from around the world into a brand voice that celebrates the feeling of returning home after a long trip. I worked with the owner and stakeholders to create a style guide and designed a series of digital ads, slogans, social posts, and product descriptions.
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Solution:
The result is that customers get a relaxing sense of nostalgia for places they may never even have visited. Each product and package conveys warmth and invites consumers to relax and indulge.
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Sustainability and social responsibility are very important to this company. I crafted copy that would let customers know that they were selecting a brand that they could trust to find environmentally friendly solutions to coffee farming and pay fair wages to their international partners.
Oxford Gold Group
Problem:
This gold investment company was looking to refresh its brand and infuse a lighter tone into an otherwise dull topic of adding physical gold to a client's retirement investment portfolio.
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Approach:
I created ad copy that plays with word choice and avoids typical industry clichés. It quickly gets to the point and creates visual cues that the client base easily understands. It speaks to an investor's fear of losing their hard-earned retirement.
It also addresses the fact that gold tends to trend higher while the stock market is trending lower, thus diversifying an investment portfolio and protecting it from economic downturns that could cause an investor to put off retirement.
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Solution:
This clean, modern ad still speaks to its targeted audience while updating language and infusing emotional resonance.
Tacos Coronado
Problem:
This client was looking for social ads that would be on brand for their fun, young audience. Their goal was to increase awareness, measured through impressions and click-through rate.
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Approach:
I designed and wrote copy for a series of ads that could be A/B tested and optimized for their KPIs.
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Solution:
Resulting impressions surpassed their goal by 37% and CTR surpassed their goal by 12%.
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Radiant Solar
This company wanted a clear slogan and a series of digital ads to market their solar panels and battery chargers. In a market that is saturated with competition we were able to come up with fresh ways to advertise their vision for a solar-powered future.
Oxford Gold Group
In addition to print ads, I wrote commercial scripts for this gold investment client. Below is a sample from their GOLD VS campaign that was selected to be produced.
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GOLD VS. REAL ESTATE: SCRIPT 1 OF 3
INT. WHITE VOID - ANYTIME
GOLD is looking sharp. REAL ESTATE is wearing a gaudy blue and yellow tent-looking outfit. Crazy fancy (derby or pillbox) hat on top.
GOLD
Hi, I’m Gold.
REAL ESTATE
And I’m Real Estate.
Gold looks at Real Estate. She’s hiding the fact that she’s itching under the tent.
GOLD
Is that a tent?
REAL ESTATE
(defensive)
What?! Of course not! This is a fashion choice. Everyone’s wearing them.
Real estate is embarrassed, scratching and itching.
GOLD
Are you ok?
REAL ESTATE
I have a little termite problem, okay??! You probably shouldn’t get too close. Oh! You should get a tent, too! Who knows, it could be the next hot thing!
GOLD
I’m more of a blazer man myself. Like gold, they never go out of style. Unlike some investments, gold doesn’t get pest damage. Or tornado damage. Or flood damage. Or anything that threatens to devalue your investment.
REAL ESTATE
(turns back towards Gold)
Ugh. Can you scratch right here.
Character Comps
Holly Holstein copywriter freelance writer
Attorney Group
The following is another commercial sample from a group of attorneys looking for more interesting ways to promote their services.
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INT. BLANK VOID SPACE
A frustrated woman carrying a stack of papers walks up to a person in a cheap brown suit, an attorney. The attorney smiles, but looks off into space, past the woman.
ATTORNEY
Welcome! How can we help you today!
WOMAN
I’d like some legal advice-
ATTORNEY
Legal advice: Get anonymous legal help! Quick and confidential.
WOMAN
Okay…
ATTORNEY
Do you want to know about bail bonds?
WOMAN
No, I just-
ATTORNEY
Divorce. Personal Injury. Wills and estates.
The woman waves a hand in front of the attorney. The attorney doesn’t move.
WOMAN
Wait, are you real?
ATTORNEY
(Friendly)
I’m sorry, we don’t have information on that subject.
WOMAN
I just want to talk to someone real.
ATTORNEY
(Friendly)
I’m sorry, we don’t have information on that subject.
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The woman looks around into the void for help. The company logo and list of services come up on the screen.
VOICEOVER
Tired of chatbots and search engines giving you the runaround? Need to talk to a real attorney, fast? Anderson and Peters has live attorneys available 24/7 to help you. Real attorneys. Real help when you need it.
END TAG
Back to the blank void. The woman has created a paper airplane out of her paper.
WOMAN
Incoming…
She flies it into the attorney. It hits and falls off into a pile of other paper planes.
Real Attorneys. Real Help When You Need It.
Direct Response Advertising
Oliver Pet Insurance
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INT. LIVING ROOM - DAY
A woman plays tug-o-war with her large breed puppy.
WOMAN VO: You do everything you can to keep your dog healthy and happy.
INT. BEDROOM - DAY
The puppy pulls a sock down from the edge of a clothes hamper and shakes it around.
WOMAN VO: But accidents happen. Costly accidents.
INT. LIVING ROOM - DAY
The puppy lays in its bed, looking ill. The woman pets the puppy, worried.
WOMAN VO: When they do, and they often do, don't let expensive vet bills add to your worries.
INT. VETERINARIAN EXAM ROOM - DAY
The woman talks to the veterinarian. The puppy lays on the table beside them.
The vet shows her x-rays of a foreign object inside the puppy's intestines.
WOMAN VO: With Oliver Pet Insurance, you have peace of mind knowing that you're covered no matter what.
STATIC LOGO PAGE WITH SERVICES
Coverages Include:
Veterinary exam fees
Emergency vet visits
Dental procedures
Illnesses
Injuries
Virtual vet visits
Diagnostic tests
Surgeries
Cancer treatments
WOMAN VO: For as little as $35 a month Oliver is there for you and your furry friend when you need them most. For accidents, illness, and even veterinary exams.
ANIMATED PAGE
Shows an example of a vet bill for an unknown object in stomach.
Urgent Care Vet exam = $110
Fecal exam = $105
X-rays = $560
Medications = $105
Fluids = $85
Vet recheck = $110
Total = $1,075
Then each of those numbers is slashed and the total is now $107.50
WOMAN VO: One swallowed sock could cost over $1,000 in exam fees and diagnostics. With Oliver, you pay as little as 10% after deductible. You could be saving thousands each year!
ANIMATION PAGE
The US map dropping pins all over the country. The pins are shaped like bones.
WOMAN VO: Plus, you're free to use any licensed vet in America. Oliver even covers emergency rooms!
STATIC LOGO OVER-
INT. BLANK VOID SPACE
The puppy stares down at the website and phone number. The website is a 3D model. The puppy chews on the website model.
WOMAN VO: Don't wait until it's too late. To get started with a free quote in under five minutes, go to oliverpet.com now or call 1(800) oliver1. That's 1(800) 654-8371. Five minutes could save you a fortune in fees.
