Leading on all copy from emails to the website and social media, CRM to printed material and packaging.
ARgENTUM is a boutique luxury skincare and fragrance brand, which needed more industry exposure and customer reach. We focused on improving SEO, which resulted in a 664% increase in non-brand traffic year on year, while non-brand click-through rates went up by 83%. Refreshing email copy for the new customer flow led to securing a solid 20% of monthly revenue, and the abandoned cart flow showed a 56% open rate and a 4% place order rate.
Working closely with SEEN PR, we saw an uptick in prime press exposure from mainstream titles such as Red, Glamour, and Harper’s Bazaar and gained valuable awards from industry leaders including Beauty Bible.
The brand encompasses many skincare benefits – including a fragrance range formulated without alcohol, so that skin doesn’t dry out (which is known to lead to premature ageing). It also has many narrative threads – from the dream that the founder, Joy, woke from one morning, which inspired the use of silver hydrosol in the formulations, to the integration of the 12 Jungian archetypes into the packaging designs. Storytelling was key to how I intertwined these threads for the customer.
The concept of archetypes is universal and the way that we most commonly come across them is through the characters in fairy tales, myths, and legends. To convey this, I wrote short descriptions of these personae as met along the path on a winter walk. This became the narrative of ARgENTUM’s digital Christmas advent calendar giveaway. As a series of prize draws, it’s undoubtedly the brand’s most popular annual campaign, but I felt the messaging could be better used as a vehicle to share more of the magic and meaning behind the brand.
The ARgENTUM philosophy is that self-care leads to self-knowledge and self-knowledge is self-care, creating a self-proliferating infinity symbol of possibility.
