ettitude
It’s not enough to create eco-friendly products anymore, and the Los Angeles / Melbourne based team at ettitude get this. By using regenerative materials like bamboo and committing to innovation, this is one luxury brand that puts the planet at the top of their priority list. #HereForThis
“You’ve brought fresh creativity to the team!”
Haley is a creative and strategic copywriter who is thoughtful, communicative and reliable. She’s also proactive and flexible, which makes a great partner to work with. Having her on board has enabled us to create a consistent brand voice and a very solid content schedule which we did not have before.
- Jess Pang, Head Of Marketing, ettitude
How it started 👋🏼
The biggest challenge ettitude experienced was that their brand had grown a lot, so creating the volume of marketing content and maintaining a consistent voice across everything was proving impossible to keep up with. After submitting my writing tests (yes, this is a thing), and winning the gig as ettitude’s freelance copywriter, I met with the Global Marketing Director & team to explore these challenges and really clear on their struggles and goals before I started writing a word.
How I helped them 💡
For 12+ months, I worked alongside the team to refine their voice and build consistency across the brand globally. I wrote 100+ high-converting email campaigns, countless SMS/MMS promotions, seasonal colour stories, annual impact reports (2020 / 2021), a new loyalty program, a new recycling program, and their first major print catalogue that slid into 100,000+ letterboxes across the USA.
It was a dream partnership with a diverse writing scope that weaved through promotional campaigns like BFCM and Holiday Gifting to cause-related pieces like Black Lives Matter, mental health and sustainability. This blend of content makes my head and heart oh so happy.
Words ✍🏻
Are you guilty of rolling, scrunching or shoving your fitted sheet in the closet? Yep! We’ve been there too. Lucky for you, our team has laid-down their proven process to conquer this universally puzzling task. Watch and learn.
Prepare to become a robe person. This buttery-soft waffle weave offers guilt-free indulgence all day, every day.
Start with fresh luxurious bedding to create your own five-star feels at home. Cocktail in bed? Sure, why not! Choc mint for your pillow? Mmm. Late check-out? Always more zzz’s please.
Our inaugural Impact Report comes at a time when our world is in extreme discomfort. Wildfires made climate change visible. A global pandemic forced us to slow down. Racial injustices compelled us to act. Each event presented undeniable evidence that traditional systems no longer serve us.
Results👏
ettitude craved a seamless brand voice and a consistent marketing schedule, and that’s exactly what they got. What did this kind of consistency give them? They achieved some of their biggest sales days ever from direct-response emails. The team had more time to examine results and optimise future campaigns. They could hire a full-time in-house copywriter. So much good right?! Now, with a clear voice and a dedicated writer on board, they’re able to have a bigger impact on the world as they continue to reimagine sustainable luxury.