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CRM: making the product matter

I changed the tone of a consumer campaign, leading with why the product mattered. It became my highest-performing campaign.

Yamaha Motor / Siren MarineClientCampaign copy and messagingMy role
  • I planned it
  • I wrote it

  1. The decision

    Earlier in the year, I had identified a different tone and voice for talking about the product. This campaign put it into practice: tell a story about why someone would care, rather than ask a feature list to do all the talking.

  2. My contribution

    I wrote the B2C campaign copy and shaped the change in messaging. The work connected what the product did with why it mattered to the person considering it.

  3. What changed

    This became my highest-performing campaign, giving me a concrete result behind the direction I had identified. The examples below show the storytelling approach that made the difference.