Canary Case Study
Verbal Brand Pillars | Concepting, Writing, Editing for Marketing, Retail, Training, Product, PR, and Digital Advertising Content | Thought Leadership
Canary
Canary is a consumer electronics startup that aims to democratize home security with an affordable, effective, beautifully designed product suite.
GOAL: Streamline verbal brand and build out all content for product launch.
BRANDING: Il partnered with the CCO and Head of Marketing to to refine tone/voice and create strong brand pillars to reflect Canary’s welcoming, invested appeal as a leader in the space.
CONTENT: I worked hand-in-hand with the lead designer to maintain brand integrity across all touchpoints, including creating content for marketing, PR, video, advertising, training, thought leadership, packaging, and UX microcopy.
CHANNEL MARKETING: As Canary prepped to go to market with Home Depot, Verizon, Best Buy, and Amazon, I jumped in as interim Head of Channel Marketing to maintain brand consistency for each market inclusion. Since each retailer had its own specific needs and specs, I created Canary’s first-ever Retail Launch Kit; it covered all the bases and was a comprehensive creative resource for all current and future retail partnerships.
Canary successfully launched with all four partners, and was Verizon’s largest retail launch of a smart home item at the time.
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DELIVERABLES
-All verbal brand pillars
-Concepting, writing, and editing for marketing ( site, email, decks, DLC, targeted/segmented content, etc.), PR, advertising (display, social, podcast, OOH, etc.), video, training, thought leadership, packaging/end cap copy and app/UX microcopy content
-Retail Launch Kit
-Thought leadership positioning, interviews, and ghostwriting
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TEAM
VIDEO
Concepting and writing for video for “pet lovers” audience segment.
SITE CONTENT/INFORMATION ARCHITECTURE
Excerpt of landing page for “travelers” audience segment, featuring information architecture, segmented talking points, and concepting, writing, and editing.
APP/UX MICROCOPY
UX microcopy and flow review for mobile app, bonus educational content around product features.
THOUGHT LEADERSHIP/GHOSTWRITING
Positioning, interviewing, editing, and ghostwriting for CTO.
Positioning, interviewing, editing, and ghostwriting for CEO.
Emails
Strategy, writing, and editing for email drip campaign for new users.
Strategy, writing, and editing for marketing emails.
PACKAGING
Writing and editing for retail package copy.
RETAIL KIT
Concepting and writing for Retail Kit showcasing brand-appropriate description and imagery for digital and in-store marketing.
Concepting and writing for Retail Kit showcasing brand-appropriate feature names, descriptions, and icons for digital and in-store marketing.
Concepting and writing for Retail Kit showcasing brand-appropriate descriptive content, terms, and images for digital and in-store marketing.