Case Study Purple Asia
The Client
One of Vietnam's leading independent international branding and PR agencies.
Role: Copywriter (Maternity cover for Brand Experience Director)
Date: May 2023 -
The Challenge
PurpleAsia is a boutique agency specialising in hospitality, real estate and medical. They work with international luxury brands and have multiple projects running simultaneously. The agency has copywriting requirements within every project, ranging from brand identity through to website and brochures.
With their Brand Experience Director going on maternity leave for at least six months, PurpleAsia needed a copywriter to step straight into several projects at various stages of completion. The role also needed someone who could participate in the branding process through to developing guest experiences and brand strategy.
The Solution
I joined an amazing and passionate team as the lead English copywriter. We worked across a range of exciting projects, some from beginning to end. It was a challenge to move into the world of branding, but by keeping the customer front and centre, I was able to apply the same principles that go into copywriting.
The solution was not just filling the role that Purple Asia needed, but also opening my eyes to the value within effective brand strategy. The value that ultimately can be passed along to the consumer through positive experiences is what separates the good from the non-events. It was great fun creatively coming up with various guest experiences, touchpoints, naming attempts and concepts.
PurpleAsia 'builds brave, brilliant brands' and it was professional and personal pleasure working with them and an ongoing relationship I look forward to continuing.
Case Study Doodle Design
The Client
Doodle is a leading creative agency based in Ho Chi Minh City, Vietnam. They lead brands through a rebranding process and focus on human-centred design thinking, utilising workshops and other collaborative practices to work closely with their clients to deliver on projects large and small.
Role:
Project Copywriter (The Nexus Brochure)
Date:
December 2022 - March 2023
The Challenge
Doodle were tasked with producing a brochure and website for The Nexus, a new Grade A commercial building due to open in downtown Saigon. As the newest and most modernly equipped office building in the city, the project had many stakeholders who would be involved in the design and content of the brochure and website. They needed highly professional, punchy copy that represented the developer and captured the unique benefits of the building while tapping into the emotions of the decision-makers at MNCs.
The Solution
I worked very closely with the team, particularly Doodle's Project Manager, to ensure that the brochure stayed aligned with the project's vision and the developer's values. We worked with numerous stakeholders from across several countries and backgrounds. This meant we had to iterate based on their feedback and, at times, push back to maintain the right tone of voice and flow of the document and website.
Part of the challenge was that we were attempting to show and not tell as much as possible, so I had to work with the design team to make sure the copy was compelling and fit with the imagery chosen and the story being told. The result was a clean, crisp brochure with aspirational copy that focuses on the concept of 'connection', a key benefit of the building (clues in the name!). We expanded the idea from a geographical connection to include a connection to the past and also connecting people in the workplace.
It was a great learning experience working with the team at Doodle. I was blown away by their ability to communicate effectively despite so many people being involved in a project. I fitted in well with the team and took the lead on creating the brochure in terms of its flow and the copy and content within.
Case Study Knight Frank
The Client
Knight Frank are a global real estate consultancy that operates across multiple sectors. Their Vietnam branch is relatively new but led by a team with stellar track records in real estate and investment. They are one of the go-to voices for the media when seeking market reports or predictions.
Role:
Copy Editor
Date:
August 2022 -
The Challenge
Effectively operating as a start-up, Knight Frank Vietnam has to balance growing their operations and infrastructure with maintaining the standards of accuracy and professionalism expected of them as a brand. They regularly produce market reports and press releases that must be reviewed for flow, accuracy and grammar. As they grow, they also slowly need more listings written and their website developed.
The Solution
As they needed ongoing but intermittent input from an experienced copy editor, hiring me as a freelance copy editor gave the team a valuable component in their publishing process. I helped proofread and edit large proposals, press releases and market reports. Also, writing profiles for the team that highlighted how their unique backgrounds and skills would benefit clients.
A benefit of this ongoing relationship was that as time went by, I became more familiar with the industry terms and where or when I could translate these into more accessible language. This also helped when it came time to write listings for their commercial buildings.
We had open communication channels between researchers, corporate and editors and held a meeting with the whole leasing team to ensure we were aligned with the language used and also what features and benefits were most valued. It has been a great experience working with such a high-achieving team and helping keep their communications consistent as they grow.
Case Study Diag
The Client
Diag is one of the largest diagnostic laboratories in Vietnam, offering B2B and B2C products and services. They are a rapidly expanding company with over 30 clinics around Ho Chi Minh City, also providing laboratory services for many of the city's leading hospitals.
Role:
Lead English Copywriter
Date:
October 2022 -
The Challenge
During COVID-19, public awareness of the brand grew but many seemed to only associate Diag with tests relating to the pandemic. They needed a new website and were also about to launch a major bi-lingual marketing campaign to promote their range of health tests and boost brand awareness.
The Solution
I joined the Diag team for two full days each week and worked directly with their marketing team and their medical professionals to rewrite all of the copy for their new website and across their app, chatbot, and SMS services. This included hundreds of product and medical descriptions, which required close monitoring and checking of the medical information.
Diag had more than one audience to consider, as they target customers directly while also working with doctors, clinics and hospitals. After some research, we found that convenience and cost were the main motivations for direct customers, while doctors wanted a lab they could trust. We developed the copy in different parts of the site to reflect this.
We made the copy more benefit-driven and user-centric by focusing on the deep benefits of using Diag's services and speaking directly to our audience. The marketing campaign, new product launches and website rebuild have contributed to Diag's conversion rates continuing to grow. They have now established themselves as the go-to brand for diagnostic testing in Vietnam. I continue to work with the team in their offices and look forward to playing a part in their continued growth.
Case Study ScanCom International
The Client
ScanCom International is a Scandinavian company that produces and exports furniture on a large scale to top international retailers such as Ikea and Target.
Role:
Freelance Copywriter
Date:
2017-2020
The Challenge
The retailers know that their customers are environmentally conscious consumers and that sustainable production is a crucial selling point. They wanted to promote their new furniture range manufactured using recycled plastics.
The Solution
Sustainability is a huge factor in everything ScanCom does and incorporating this value into the products’ promotional materials provided a deep benefit for the retailers and their customers.
My copy focused on maintaining the ScanCom brand image as an environmentally conscious, eco-innovative, authority on sustainable design. I broke down their processes into easy-to-understand language and delved into the products environmental and stylistic deep benefits.
The launch of DuraLand and DuraOcean were massive successes, with both picking up various industry prizes. I also produced a style guide to help retailers create their own instore and online messaging for the products in the future.
- Freelance Copywriter
- ScanCom International
Case Study Till Tech
The Client
UK Based SAAS Provider - (EPOS and other Business Management Solutions)
Role:
Freelance Copywriter
Date:
August 2022
The Challenge
Till Tech are very passionate about their management system and have lots of empathy for the small business owners they wish to help. They target many different industries, but as a start-up, do not have the resources for a full-time marketing team.
As their team is very tech-focused, they felt they needed help conveying the benefits of their product without getting bogged down on technical features. They wanted a copy consultation and help with creating a lead magnet.
The Solution
During the copy consultation, we spoke in depth about who Till Tech's customers were and what were their frustrations and motivations. As the company is redesigning its website and given its scale, they were not ready to implement new copy across its many channels. However, we decided to put these benefits into targeted lead magnets for each market.
In total, we created 9 customised brochures. My graphic design partner crafted the imagery to make it appealing to the eye and we kept the copy punchy and benefit-driven. However, this was very much a soft-sell approach to bring new customers into Till Tech's marketing channels and prime them for the management system.
Till Tech deployed the booklets across social media and their website, kickstarting sales growth in several of their target industries. They continued to use the customer profiles we created as a base for their future marketing materials.
- Freelance Copywriter
- August 2022
- Till Tech - UK
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