When I write, my goal is for the reader to wonder how I got in their brain and knew exactly what they were thinking and feeling.
To accomplish this, I put myself in the user’s shoes: How do they think about the topic? What words do they use? What do they worry about? What gets them excited?
Below, you’ll find copywriting I did for a social media ad.
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BACKGROUND
WORD Workouts was launched in time to begin the 2021–2022 school year, the third school year impacted by Covid. Because the free curriculum was meant to help students transition back into the classroom, we wanted all educators across the country to have access.
THE IDEA
We targeted educators all over the country with ads on social media platforms like Instagram/Facebook and Pinterest. The targeting features of these platforms allowed us to cater ad concepts to specific groups, such as middle school teachers or health/PE teachers.
WHAT I DID
- Prioritized brand messages that were important to get across.
- Researched target audience and developed ad concepts that would appeal to their needs.
I spent a lot of time on Teacher Instagram observing the content being posted and the comments + conversations between teachers. This research gave me insight into the problems teachers were trying to solve, how they were feeling/their state of mind (2021 was still fraught with irregularities in schools due to Covid), and got me up to speed on the lingo they use to communicate with each other. - Collaborated with graphic designer on ad creative.
- Wrote all copy used in creative and in ad placement.
This ad was targeted to middle school teachers. Middle school teachers often teach an advisory session/homeroom, which is normally a great time for the WORD Workouts lessons.
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Ad copy above the creative:
Going back to school? Try WORD Workouts: quick lessons that get students moving + reflecting. wordworkouts.org
Ad copy below the creative:
SEL resource for educators
100% free, no sign up required
This gif was used in a few different ways — I used the same creative and altered the surrounding ad copy depending on the audience.
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Ad copy above the creative:
For a general teacher audience, I used:
Make the most out of the moments you have to help students reset, connect, and regroup.
For health/PE teachers, I used:
Show kids how exercise can help manage their emotional well-being
Ad copy below the creative:
SEL resource for educators
100% free, no sign up required
