TLG Brands
I worked full-time in-house as Senior Content Coordinator, across TLG Brands’ 3 handbag brands; Fiorelli, Modalu and Nica.
Fiorelli
Affordable yet aspirational, Fiorelli is a fashion accessories brand for the trend led consumer. I Coordinated the digital strategy for Fiorelli fashion accessories, with training from external social media and SEO agencies.
Campaigns included #FiorelliForWomen X Wellbeing of Women. A charity covering women’s gynaecological and reproductive health to save and change the lives of women, girls, and babies.
Celebrity Ambassadors at #FiorelliForWomen X Wellbeing.
Content creation involved coordinating social shoots, blogger outreach, iPhone photography, and producing copy.
I wrote social copy for both organic and sponsored posts. Fiorelli is a high-street brand with a stylish yet fun Tone of Voice.
Example of copy for a Blogger campaign.
Example of copy promoting Fiorelli’s limited edition designer collection.
Digital copy creation also included product descriptions, homepage, email campaigns, pop ups, and blogging. I also helped to write copy for their print ads and catalogues.
Example of Fiorelli product description.
Example of Fiorelli homepage copy.
Example of Fiorelli newsletter copy.
Example of print catalogue copy for Fiorelli x Marios Schwab.
Example of ad copy for digital and print version of InStyle magazine.
Example of a post for Fiorelli’s blog.
Modalu
Modalu is a luxury Brit brand with a sophisticated, heritage driven Tone of Voice.
All online copywriting was created with SEO in mind, featuring keywords, relevant links and avoiding duplications. This included creative homepage copy, on-brand product descriptions, enticing email copy and acting as a ghost writer for the brand’s blog. Offline aspects involved creating inspiration copy for the seasonal catalogues, and copy for magazine advertorials.
Blogger Outreach was a key part of my role as I helped to identify luxury fashion and lifestyle bloggers and micro-influencers for social campaigns. Highlights include La Petite Anglaise for Modalu edit, #MiniModalu, #ModaluBAFTA and #ToMeLoveIs.
Example of homepage copy for Modalu.
Product description example for Modalu.
Social Copy for Blogger Collab.
Copy for #MiniModalu campaign.
Social shoot and copy for Modalu
Copy for #ModaluBAFTA social campaign.
Example of copy for a Modalu email campaign.
Nica
The fashion accessories brand Nica combines the British trait of individuality mixed with an oriental sense of fun. I helped to establish a social media and online content presence that reflected the brand’s playful values whilst bringing the brand’s head designer Nica Kim to the forefront.
Guiding the brand’s entire copywriting presence both on and offline, a big part of the role was ghost writing blog posts for Nica Kim to share her design inspirations and travels.
Example copy for a Nica email campaign.
Example of Nica homepage copy.
Example of a Nica product description.
The role involved arranging and effectuating social shoots, and I also helped to establish a social tone of voice for the brand.