Primark were undertaking a mammoth site migration and needed fresh and optimised copy to ensure they were able to rank in search engine results. My brief was to utilise high search volume keywords as well as to implement a useful internal linking structure to help build up their site’s relevancy online. Leading a small team of copywriters, I produced or edited all product and category copy across their site, which involved ensuring the brand’s strict and distinctive tone of voice was employed at all times. Below are samples of copy written by me.
Primark’s tone of voice is decidedly young – as a brand, they’re committed to speaking in a way that resonates with millennials, and to adapting their language to the current trends seen across social media channels. Marrying this ‘Insta-speak’ with keywords that weren’t always brand-friendly proved challenging at times – but was nothing that couldn’t be overcome with a bit of creative thinking. By the end of the project it felt entirely natural to break every rule in the grammar book, and oh what fun it was. Yaaaaaas.
PRIMARK PRODUCT & CATEGORY SAMPLE COPY
Furniture village: data-led campaign
merj: tone of voice & web copy