Product: Serenity Sleep System, a unique solution to eliminate insomnia.
My task: Build a product launch campaign featuring landing pages, email campaigns, and social media ads. Create a comprehensive content strategy and write the copy for each piece of the campaign.
Challenges: Authentically reach a skeptical audience that has likely already tried countless failed solutions; differentiate the product from a crowded market of sleep aids, apps, and therapies.
Outcome
Success! Over 50,000 units sold and counting!
Market research & messaging strategy
My process included extensive topic research, target customer interviews, competitive analysis, and SEO research.
My research turned up important discoveries, including the specific words and phrases the target audience uses to describe the problem, and the other sleep solutions they had already tried with disappointing results.
Copywriting samples
I wrote the copy for two different landing pages, each with its own voice and approach. We used both landing pages for A/B split testing. I also created the copy for a standalone email and a 5-email sequence for the email campaign, along with copy and taglines for Facebook ads.
Landing page option #1
(Click to view full page.)
Landing page option #2
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Email campaign #1
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Email campaign #2
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Facebook ad #1
(Click to view the full ad.)
Facebook ad #2
(Click to view the full ad.)
