copywriting + email content + strategy + creative direction +++
Brief: Funlab is the world's premier creator of competitive socialising experiences, with eight fun-inducing brands and over 2000 employees. None of which were copywriters. In 2024 I embedded within their team to lead a creative revamp of their customer retention strategy, including writing, consulting and directing an internal team of four to overhaul process and creative output.
Outcome: 80+ emails, 20 retention flows resulting in 60% growth in campaign revenue, 45% improvement on click-to-open rate and ongoing database growth of 5% per week. Phew.
I also produced, including casting, scriptwriting, and on-set direction, for a shoot to create email optmised content.
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Turns out, having a copywriter is great. So Funlab asked me to continue on, working hand-in-hand with their creative director to bring conceptual thinking to brand campaigns.
“A date to remember.”
Brief: Ideate a creative platform to support Funlab's four major brands as the ultimate date night spot for new and existing couples. The objectives? Increase return visits, grow early and mid-week attendance.
Insight: Wake. Work. Wink. Repeat. Our 9-5 lives can make us feel like we're living Groundhog Day. The routine of normalcy leaves little room for romance.
Idea: Stealing a kiss. Giving a stranger your number. Holding hands for the first time. Finding your song. A great date can be defined by the little romantic moments. But those moments rarely happen on the couch... Let’s inspire couples to break free from routine and rediscover the unforgettable moments a real date can bring, focused on close-up, 'snapshots' in time.
Outcome: Up 45% on budget, revenue on Valentine’s Day itself almost doubled compared to previous year, with nearly 20,000 guests spending $263,000 on food and beverage.
