Ok, not really, but that's the first thing that popped into my head when I was thinking of a title for this post!
A few weeks ago, a recruiter asked me if I was interested in being submitted for a copywriter position with FIGS. What I didn't realize at the time is that FIGS wanted a senior copywriter with seven years of experience.
Unaware of that, I researched the company. I spoke to friends and family who are in healthcare. I asked them what they liked and didn't like about the brand. All but one of them were die-hard FIGS fans. There was only one hiccup. One friend clued me into a marketing blunder that FIGS made a couple of years ago that hurt their image.
Here's the link to that marketing blunder, in case you're interested.
Kind of shocking how an entire marketing team ok'd this, right?
But even with that, I was impressed by their overall marketing, and I really liked their brand voice. Even though I wasn't sure I wanted to give up freelancing, I gave the recruiter the go-ahead.
And if I was going to do this, I might as well create a spec piece to go with my resume.
To stand out from the crowd.
FIGS makes medical apparel for "awesome humans." They refer to their brand as 100% awesome. But as I was looking through their media touchpoints, I noticed a deficit in the use of those awesome humans in their marketing. With the exception of a handful of the real "awesome humans" on their website, they were missing out on an opportunity to incorporate real FIGS consumers. Particularly on their Facebook page, which had not been updated since November 2022 as of that point.
With that in mind, I created a spec Facebook video post inviting consumers to "show us your awesome." The idea was to invite FIGS consumers- doctors, nurses, dentists, veterinarians, assistants, technicians, and more- to take photos of themselves wearing their FIGS scrubs for a chance to win a free scrubs set.
It was only after the fact that I realized they were looking for someone with seven years of copywriting experience. But I'm pretty happy with the results of the spec piece- especially since I don't have any real design skills!
What do you think?