The Client
Johnson’s Baby is a well-known, reputable brand that sells various baby products: shampoos, conditioners, soaps, etc. They are known for their friendly, sincere, knowledgable, and helpful approach in order to give parents useful products to care for their babies.
The TASK
This Creative Brief asked for an email to be sent out to their email subscribers that will promote their new Baby Conditioner. The goal of this email was to increase awareness of this new product and encourage the audience to buy the product by clicking through to the website and using the coupon when purchasing.
The Approach
I carried out market research to identify the target audience (parents of young children 0-2 years old). These parents are searching for the highest quality products for their young children in order to maintain health, wellness, and comfort. I then took on a friendly, sincere tone when writing the copy so that parents felt reassured, informed, and excited about purchasing this product.
The aim was to inform parents and give them access to these savings so that they could keep their kids’ hair soft and their scalps moisturized with this high-quality product. Keeping in mind that small children have very sensitive skin, the copy in this email helps parents feel confident they are making the right choice with this product as they care for their young children. The Creative Brief asked for specific attention to be paid to “moisture,” “no-tears formula,” and “sensitive skin.”