NR

Hobbs London

bees

My role at Hobbs London was Social Media and Copywriter. Here, I created digital content across all brand platforms, social reporting and copywriting for both digital and print.

COPYWRITING

During my time here, I was worked on both Summer and Autumn 2018 campaigns. Working in a team of copywriters, I was tasked with writing copy for the look books (see below), emails, social copy and product descriptions.

The theme for each campaign was studied carefully to make sure the brand's TOV was clearly communicated through the copy and adapting writing styles for different formats.

Autumn - Look book

British Summertime - Look Book

I took full ownership and was the main copywriter for the social calendar which sits on the brand website. The content was updated monthly with on-brand events which would interest the Hobbs customer. I carried out extensive research into events to plan out the entire year to ensure fresh content was posted each month.

I was tasked with writing copy to guide the consumer through the calendar, from calling out the events to recommending suitable outfit choices for that specific event.

Social Calendar 1

Social Calendar 2

PRODUCT COPY

Product descriptions were written weekly across the site for new clothing, accessories and footwear. I familiarised myself with new products and adapted to the brand's TOV and to produce concise and engaging copy. To be successful in this, I worked closely with the in-house design team to ensure that the correct technical fashion terminology was being used to describe the items.

Earrings

Product Description - Yellow Dress

Product Description - Boots

Other weekly copywriting tasks included; landing pages and emails. This content was generated to message current brand messaging such as new collections, events, competitions and bestsellers. Producing both short and long-form copy. 

Newsletter - 1

Newsletter - 1

Newsletter - 3

Newsletter - 4

Newsletter - 5

Newsletter - 7

SOCIAL MEDIA

I managed social media platforms throughout the year, to keep followers up to date with daily posts across all channels to drive high engagement and performance results.

My responsibilities included: strategising social content, campaign building, influencer and competitor research and weekly performance reporting. Also, all social channels were regularly to monitor audience engagement and answer customer questions, to maintain a high response rate. Throughout this position, I gained a solid understanding of advertising to ensure the brand social content was above the rest.

To be successful in this role, I frequently updated myself on the changes in social platform structures and audience behaviour to produce engaging brand content. With this knowledge, I was able to identify the unique characteristics of each platform and new social appetite, which is beneficial when driving company growth.

I also, directed and occasionally stepped in to style product shots and flat lays for social channels and website. Maintaining brand aesthetic and thinking ahead of the content plan tp shoot suitable content.

Organic Post - Striped T-shirt

Organic Post - Trench Coats

Organic Post - Knitwear

PINTEREST

During my time here, I restored the Pinterest page to freshen it up and bring it back to life. I renewed boards with new content and ensured it was updated regularly. In turn, the channel achieved +5% engagement rate.

Pinterest Board 2018

Pinterest Board 2018

During my time here, I restored the Pinterest page to freshen it up and bring it back to life. I renewed boards with new content and ensured it was updated regularly. In turn, the channel achieved +5% engagement rate.

Autumn/Winter 2018

Spring/Summer 2018

Spring/Summer 2018

Autumn/Winter 2018

Facebook was the main platform that the Hobbs customer was active on and I took on the lead to have guidelines in place which achieved great results. In one year, we increased Instagram followers by 60%. Proving that the channel management and content strategy was successful.

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