Love Your Clothes (WRAP) – digital copywriting

WRAP (the body that focuses on reducing waste and resource use) turned to us to reclothe, rewrite and repurpose copy for its Love Your clothes campaign and website.

Key audiences had been identified by the campaign. Their research indicated that the campaign’s success would be dependent on writing for groups: students, crafters, decision-makers in the home (usually mums but not always) and followers of fashion, known as fashionistas.

Our first task was to write a detailed tone of voice document which identified how each particular audience needed to be written for. As there was considerable overlap in audience between these groups it was important that none of the styles developed contradicted or jarred with each other.

Our next task was to completely rewrite the site’s copy in a three-week period. We had two copywriters working on this assignment. They worked off the wireframes to draft copy for each page. The new site contained over 40 films with tips, advice and guidance. Fresh introductory pages for each of these films were therefore needed.

As this campaign was targeted at consumers the tone had to be spot on: lively, engaging and upbeat with clear calls to action, but without being too directive and ‘preachy’. The tone of voice that we identified avoided heavy use of the environmental messages. Instead, it focused on the benefits to consumers (in terms of cost, time and general ‘feel good’). Humour and wit were used; although not overused.

The client (and their contracted digital agency) were delighted with the results. They reported back saying that it was one of the most successful site launches they had worked on, largely because the copy we produced was delivered on time and with precisely the right tone of voice.