(Copywriting Spec Ad)
The Project: Dansberry Publishing is a fictional children's publisher that specializes in picture books, chapter books, middle grade books, and young adult books. The business objective for this project was to create a Facebook advertisement announcing their Black Friday sale in an effort to drive traffic to the Dansberry website and to boost sales. The target audience is parents ranging from age 25-40 with children from infancy to 12 years of age.
The Strategy: The brand voice I developed for Dansberry is fun, playful, and approachable. The advertisement begins with the deep benefit, "Adventure is calling!" Using references to pirates and astronauts, customers are provided a glimpse into the world of their childhood, a world they want to share with their own children. The advertisement seeks to do exactly that by imploring customers to give their children the gift of limitless imagination. The Black Friday sale including 30% off and free shipping on certain orders provides the target audience with the additional incentive to shop immediately and choose Dansberry over other- larger and more widely known - book sellers.