Brosa
Creating beautiful homes, painlessly.
Role: Content Writer
What I did:
Copywriting - Product Descriptions, Category Pages, Landing Pages
SEO optimised copy
Email Marketing Campaigns
Creative Direction for digital campaigns
Tone of Voice Guides
Brand Awareness
Blog Articles
Video & Audio Ad scripts
With humble beginnings in 2014, furniture startup Brosa embarked on a mission to change the way Australians designed their homes. Prior to this, the furniture industry followed a traditional retail model with consumers going into physical stores rather than online. Brosa wished to change that with their digital, direct-to-consumer model.
The Project:
In 2017, Brosa increased production for new designs after seeing significant growth in their revenue. The company was also undergoing a complete rebrand, shifting away from industry jargon and changing to a more vibrant look and tone that better appealed to their customers.
Working as their Content Writer, I reported to the Product Merchandising Manager and Chief Marketing Officer. With multiple KPI’s to achieve, I balanced my time between the product merchandising and marketing teams. I was responsible for creating content for their new designs, building their new tone guide, content strategy, as well as working on marketing initiatives including email marketing campaigns and SEO optimisation.
Product Descriptions:
Each product required four descriptions. By focussing on the intricate elements of the design - that is, functionality, craftsmanship, material and versatility - the new product descriptions helped customers envision the product in their home and how it can be used. Some descriptions also linked to related products for subtle up-selling.
Result: Product Descriptions for 30+ products every week to accelerate their product launches.
Sofa Softness Video Campaign:
Customers were constantly confused by the various softness levels that Brosa offered in their sofas. This led to an influx of tickets that were overwhelming the Customer Service team. Rather than tell them through words, the product merchandising team thought it would be a great idea to show it through a quirky video series.
I worked with the Product Merchandising Manager on creative direction and planning of the series. This included camera angles for the videographer, sourcing talent, creating a running sheet for the day, plus scripts and points of interest for the talent to speak about on camera.
Result:
Successfully showed customers which softness best suits their needs through visual and verbal communication.
Significantly reduced the amount of customer tickets regarding this very topic, giving the Customer Service team more time to focus on other priorities.
Softly Supportive
Pleasantly Plush
Mellow Medium
Strongly Supportive
Blog Content: In light of their digital rebrand, Brosa revamped their blog content to educate their consumers with longer form content. Called the “Design and Deliver” blog, I created new blog articles that were keyword optimised while educating customers about what to consider when buying furniture. Click on the images below to read the samples.
Result: Increased traffic to their site and increased sessions spent on website (via Google Analytics). Educated and up-selled the products to customers.
Landing and Web Pages:
An update was required for numerous landing and web pages to reflect Brosa’s rebrand and new tone of voice.
The copy for these pages needed to be easily understood to customers, both young and older.
To achieve this, I avoided industry jargon and made the copy simple and succinct.
Result: The story of Brosa - from its inception to their growth - were clearly communicated in a transparent manner. Customers were clearly aware of the brand’s ethos, manufacturing process, culture and values.
Email Marketing Campaign (EDM):
I worked with the marketing team on reinvigorating their email marketing campaigns, as recent results began to dwindle and affect overall revenue. To refresh the content, I analysed competitor EDM’s for inspiration and research. Along with building a new marketing campaign schedule, I produced copy that was witty, subtly sassy but still informative to subscribers. The email marketing campaigns were produced on Bronto (Oracle).
Result: Increased open rate for email marketing campaigns from 0.13% on average to 0.17% on average. My KPI was 0.15%, therefore exceeding expectations.
SEO Optimisation for category pages:
Working with the SEO Manager, Google Keyword Planner was used to analyse relevant keywords with high average monthly search volumes. I wrote the copy to be featured on all landing and category pages, specifically tailoring it to cater to the relevant keywords we’d chosen to target. I’ve included some samples below.
Result: The Brosa homepage, along with its category pages, stayed within the top 5 google searches for relevant keywords.
Results & Outcome:
Educated customers with concise information that better assisted their buying decisions.
Increased traffic to the website through Innovative marketing campaigns, like their Sofa Softness video series.
Optimised their SEO to increase Domain Authority and Page Authority for Google Search.
In October 2017, Brosa successfully secured $5m of Series B funding.