MICHI is a women’s activewear brand founded in NYC.
While working as lead copywriter, I collaborated with the creative team to build a 360 marketing campaign to promote and launch the Pre-Fall 2024 collection.
The challenge: A successful collection launch that taps into the trending ballet-inspired aesthetic while remaining true to the brand’s DNA.
I wrote multi-channel campaign copy including; a blog post, emails, SMS, website, product descriptions and more.
See how we told this collection’s story across every touchpoint.
MICHI
WEBSITE
I wrote a blog post to excite the MICHI community about the upcoming collection, while also expanding our reach to new, fashion-forward women in the activewear space.
The blog post accompanied a Youtube video featuring behind the scenes content and quotes from the designer, Michelle Watson.
BLOG + BTS VIDEO
I wrote copy for e-mail campaigns at every stage of the funnel including; pre-launch, launch, post-launch and the VIP early access segment.
EMAIL CAMPAIGNS
My name suggestion of Avant in Deep Taupe was used as the official style and colour name for the collection’s hero tracksuit.
PRODUCT NAMING
PRODUCT DESCRIPTIONS
Product descriptions offer another valuable touchpoint to meaningfully communicate with your customer. I wrote the e-commerce product descriptions for all 25 styles in the collection with the intention to tie it back to the ballet with an edge narrative.
Being a D2C brand, I especially sought to write product descriptions that brought each garment on screen—to life. If you are picturing yourself wearing the garment as you read it, then we’re in business.
In order to speak on behalf of the garments I was writing about, my process involved digging into customer reviews and trying on each style myself in the studio.
Every product description highlighted the garment’s unique construction and defining features, while noting the movement they’re meant for.
