STEPHANIE K. SMITH
screenwriter/producer
A touchy subject
Giving voice to a sensitive subject (vaginal health), I worked with the in-house team at Sweet Spot Labs on their content launch.
The goal:
To establish SSL as a trusted go to in matters of female wellness, raising brand awareness and driving repeat customers.
The approach:
To provide important information, but in fun,easily digestible ways women wouldn't have to be embarassed about. Ways that would create a community.
The tactics:
Crafting a saucy but simulatneously serious tone, we used then-burgeoning social media, email and an in-house advice columnist "Holly," to expand the consumer base/audience.
Mission: Millenials
Following the path that led to our success launching California Psychics, the Brand Manager recently hired me to work with the in-house marketing team to help establish voice for Jafra's re-brand.
The goal:
To introduce Jafra (a more upscale, Avon style cosmetics brand best known in Latin American markets) to American women ages 25 to 40.
The approach:
To be fashion forward and on-trend without losing relatability or a positive, uplifting message.
The tactics:
To craft down to earth but in the know, shareworthy content to be posted across platforms. More editorial than advertorial; a destination site.
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