As Copy Director for Walgreens, I’ve been able to both form the content strategy to reach our customers, and create compelling content to engage that audience.
YouTube
Our YouTube videos were struggling to engage with our audience. I led an effort to create a new YouTube strategy,that livened up our scripts, and brought more humanity and humor to the videos. We went a little too far at first, but brought it back to both align with Walgreens’ role as a trusted healthcare partner, and to produce content that connected with our audience.
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Who should get the new COVID-19 vaccine?
With the new, updated COVID-19 vaccine available in fall 2023 there was a lot of confusion about who needed it. We revamped our Ask Our Pharmacist strategy to bring in a customer’s point of view and address common questions.
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Who's eligible for the RSV vaccine?
The RSV vaccine was brand new, and many people didn’t even know what RSV was. For this video, we wanted it to be short and informative, so patients got the necessary information as clearly as possible.
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New Walgreens store
Walgreens had been piloting new store formats, so we shot this social-style video and posted it as a YouTube Short. This is the highest performing video on the Walgreens YouTube Shorts channel and on Instagram.
Short documentaries
For Disability Pride Month, Walgreens wanted to celebrate and highlight our team members who are in the disability community. I worked closely with our company’s Disability Alliance advocacy group to both find team members who would shine in a series of short documentaries, and ensure we were showcasing them with dignity and pride. This was the most rewarding work I’ve done for Walgreens to date.
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Disability Pride Month
We featured four team members in this short doc series, highlighting a diversity of disabilities and roles. The link here goes to the YouTube playlist.
Social video
Sometimes it can feel like the secret to making engaging content for social changes by the hour. New trends, new formats, and even new platforms spring up out of nowhere. But no matter what’s trending each day, all good content shares the same basic principles: Hook your audience, speak in plain language, and be authentic to the subject matter.
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Is my COVID-19 test expired?
In the fall of 2022, everyone had a stack of at-home COVID-19 tests. And many of them were past their expiration dates. We saw the topic trending on social media, so made this video in a few days to help clarify for our customers.
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The truth about SAD
Seasonal Affective Disorder is a misunderstood condition, and one that brings skepticism and sometime shame. We wanted to make sure our customers knew their feelings were valid, and provide useful tips for addressing SAD.
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How to get through needle anxiety
This was another trending topic on social media, and one that our pharmacists encountered in store. Again, we wanted to be on our customers’ side, and let them know they weren’t alone, and their are ways through.
Seasonal campaigns
As copy director, I oversaw a new approach to our seasonal marketing and ad campaigns, overhauling the process to ensure we were answering the brief and engaging customers in-store, on social and in our digital ad buys.
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Free & Pure 15-second ad
I concepted and wrote this 15-second ad for Walgreens’ Free & Pure products. We wanted to answer the problem of parents spending too much time and energy worrying about what’s in their kids’ medicine.
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Halloween 15-second ad
We were given a tight deadlineto produce a 15-second ad for Halloween. I wrote several scripts and worked with an art director to leverage existing footage to answer the brief. We went from concept to color correction in a week.
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Back to school campaign
To answer the brief for this back to school season, we had to come up with a campaign that spoke to college students, kindergarteners and the parents of both. I concepted “Level up” as a way to make heading back to school fun for all.
Content series
As we revamped our content strategy at Walgreens, we wanted to find engaging, replicable series we could roll out that would answer our customers’ questions, inform them about Walgreens’ services, and would become recognizable in our social feeds. I helped pitch and concept numerous series that became staples of our content strategy, including “Make it make sense,” a series of educational animations, and “Health trivia,” a fun way in to common health topics.
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Health trivia
Finding a high degree of vaccine fatigue, but also a coming spike in flu cases, we wanted to find a fun way to engage our audience in a discussion of flu shots.
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Make it make sense
Using trending music and animation, we can explore a number of topics that our audience is curious about, and connects back to Walgreens’ brand as a health expert and partner.
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Person on the street
A popular format on TikTok and Instagram, we engaged our audience in “people on the street”–style interviews, exploring topics relevant to our audience and our business.