As lead writer at Indigo, my daily output was diverse. In addition to traditional and digital advertising, I also interviewed prominent public figures, wrote long form content, put words on products, and forecasted trends that guided product orders for entire departments and categories. In an effort to encapsulate it all, below is a selection of work I often return to.
Interview
Adding an additional marketing push to book releases, screen adaptations, and cross-promotional ventures, interviews were unique pieces of supportive content. During my time I interviewed former Prime Ministers, Pulitzer Prize Winners, and activists. (No pressure.) A distinct highlight was having the pleasure of interviewing Canadian icon Margaret Atwood on the eve of the release of the on-screen adaptation of The Handmaid’s Tale. It’s a conversation I won’t soon forget.
Instagram Stories
Instagram Stories at Indigo will always feel like my baby. The first collection of stories below was created by a team. Intended as an exploration of the potential of Instagram Stories for the brand, we were given a low-leverage promotional campaign to own, with stories as the primary driver. All contributing to the concept and creative direction, over 10 days we garnered 665K organic impressions in this new-to-the-brand medium, and drove 85% of all visits to the site in that period. All with 100$ and a few trips to Dollarama. We grew Instagram Stories into a pillar of the brand’s digital presence, with a full calendar of high-traffic weekly content that generated impressions in the hundreds of thousands per story, and double-digit click-through rates.
Instagram Posts
Over three years leading our social output, I saw the medium shift and change, maturing into the content-rich and brand-edifying space it is today. Our channel changed and grew accordingly, and year over year we set new benchmarks for engagement rates, impressions, direct purchases, and more. Whether I contributed to the concept and creative direction of a post, or just really nailed a cat pun, I was consistently proud of our creative.
Site
The landing page for our Happy New You campaign was a standout in establishing and elevating the digital brand experience. With a clean aesthetic that was editorialized and aspirational, it was a culmination of our efforts to create an immersive destination with ownable content, rich in decision support.
Blog Content
Sometimes it’s nice to stretch out, not sweat the character count, and write long. It’s also nice when the chef you’re writing about brings samples. This article and Q&A was created to be seasonally relevant but evergreen, all while bringing Indigo product to life.
Product Copy
Candle collections, throws, mugs, and more — you name it, I’ve named them. But when it comes to really loving a product you’re creating, sometimes you’ve got to make it personal.
Our emails consistently achieved industry-leading open rates and click through rates, and were one of the biggest in-store and online revenue drivers company-wide. With a focus on enriching the content, we achieved 20% growth in direct sales via email year-over-year in my final two years at Indigo.