Copy. Content. Strategy.
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Copy. Content. Strategy. *
12+ years of mulling over words. Dig into some recent highlights, just below.
Tone of voice | Miro
Most tone of voice work is one of two things: build from scratch, or evolve what exists. At Miro I did both, drawing on a previous version I’d helped create to lead the brand’s latest refresh. Alongside it, I created an AI Sidekick to help anyone write in Miro's voice, not just the writers.
View the full TOV here. It covers the why, the what, and the how. Bonus: scroll down far enough and there's a social voice guide in there too, built in partnership with the social team.
What’s New: A look back | Miro
The What's New program engages Miro's most active users year-round. To close out 2023, we wanted a special way to celebrate 100+ product updates — many requested by the same audience. What better medium than a Miro board itself?
The project transformed a year of dense product information into a visual world of discovery. We pulled users in through web, email, and social. And then we said hello to 577K board visitors, a European Design Award, an Email Love shoutout, and a ton of engagement. Explore the board here.
Engage hero video | Miro
Miro Engage is the product’s most interactive toolkit to date and the hero video needed to match that energy. As copy lead, I helped bring to life a narrative following a team building a gaming universe, nudged along by Engage.
The video drove 33K impressions and 2K engagements on social, and product usage increased 4.4X compared to pre-launch.
You can also follow the gaming universe’s evolution in this second video showcasing Engage’s latest features.
Podcast advertising | Miro
Podcast advertising can seem like a counterintuitive brief for Miro. How do you get people to stop, listen, and sign up for a product that’s so incredibly visual?
As copy lead across several phases of this project, I worked with Growth, Brand, and Research to conceptualize, write, and refine scripts before they went to air, all to drive new corporate user sign-ups.
It worked! The first phase delivered a 10.9% uplift, and each phase after that kept climbing. Listen to two of the best performing ads here.