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 helped create to lead the the brand’s latest, updated to match new product and design updates. Alongside it, 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.
The results: 577K board visitors, a European Design Award, a shoutout from Email Love, and a ton of engagement. Explore the board here.
Engage hero video | Miro
Miro Engage is Miro'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, using Engage to spark collaborative ideas in real time.
The video drove 33K impressions and 2K engagements on social, and product usage increased 4.4X compared to pre-launch.
Plus, the gaming universe continued in a second video showcasing Engage’s latest features.
Podcast advertising | Miro
For Miro, podcast advertising is a counterintuitive brief. 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 Miro's podcast ads, 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.
Turns out, 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.