Holland & Barrett
Wellness that comes from the heart.
CRM copy that makes it sing.
Tags: Email copy, branding, tone of voice
The brief
Looking after yourself isn’t always as straightforward as we’d like. That’s exactly why Holland and Barrett are around - to help you back your body. But they were losing customer sentiment to the new wellness brands on the block.
So, that was the trigger to overhaul the brand for a new generation of health-conscious individuals. That included all their CRM copy for communicating with customers via email and their mobile app - which is where I and the team at Ride Shotgun came in.
The approach
As you might expect from a complete overhaul, there were a lot of emails and messages within the customer journey that needed a spruce. It was too big a task for one copywriter alone. So, Ride Shotgun enlisted Ellen Jackson and Ash Billinghay (both brilliant freelancers in their own right) as well as myself to tackle them all.
There were Miro boards, Google Docs and spreadsheets all in the mix, coordinating copywriters and designers working in sync like some kind of hive mind. As the client pivoted and swivelled, so did we. And eventually, each customer journey felt perfectly in step with both the new tone of voice and the different goals each individual might have.
The outcome
A refreshed brand that could talk the talk as well as walk the walk as it went out into the wider world.
The tone of each email felt like you do after a really good stretch that takes all the strain out of life. (If you haven’t stretched or moved about in a while, here’s your little reminder.) This was a huge launch that went well beyond one person’s efforts.
To those I worked alongside, I salute you.