Mock content produced for POMELO, a fast fashion ecommerce.

1. Editorial Marketing: Creative & Campaigning, Copywriting
Prepared by Darrylin Lee for Pomelo
POMELO

2. 1. Increase consumer demand
within current fans
2. Build product awareness
Campaign Objectives
• Primary: Pomelo’s existing fans –
63.2K on Instagram, 567K on
Facebook
• Secondary: Potential fans –
friends of fans, users who’ve yet
to make first purchase
Target Audience
• Boost sales and awareness for the
Pomelo brand
• Consistent encouragement for fans to
take action
• Communicate the value proposition of
the Pomelo brand:
To (a) find and create your own style with
(b) affordability, (c) free shipping and a
year-long return policy.
Communication Objectives
PART 1: POMELO SPRING SALE 2016

3. Brace yourself and get ready for 7 days of sweet treats just because it’s Spring!
Sale Duration: 21 March ~ 27 March 2016
Sweet Spring Treats
7 days of varying treats* just for spring:
* Treats can be moved around based on days with lower
Discount mechanics
Day
Mon
(21/3)
0000
–
2359
Tues
(22/3)
0000
–
2359
Wed
(23/3)
0000
–
2359
Thurs
(24/3)
0000
–
2359
Fri
(25/3)
0000
–
2359
Sat
(26/3)
0000
–
2359
Sun
(27/3)
0000
–
2359
%
Buy
the
following
combina4ons
and
receive
15%
off
total
bill:
Dress
+
Outer,
Top
+
BoCom,
etc.
15%
off
all
Studio
New
Arrivals
Lucky
draw
chance
for
every
online
purchase:
20
x
$10
giN
card
15%
off
all
SOHO
New
Arrivals
Lucky
draw
chance
for
every
online
purchase:
10
x
$50
giN
card
Realise
1
fan
sugges4on
from
#mypomelospring
Lucky
draw
chance
for
every
online
purchase:
5
x
$100
giN
card
PART 1: POMELO SPRING SALE 2016

4. Target audience: Pomelo fans
Leverage on weekly eDM to build
anticipation for Spring Sale
• A/B message testing to gather
insights on effective messaging
• Nudge users who’ve yet to
make first purchase, direct
traffic back to website with
strong call-to-action.
Launch referral programme for loyal
fans: Refer a friend and earn $5
credit
eDMs
Target audience: Older fans who
are less active on Instagram,
Potential brand advocates
• Increase engagement by
dropping exclusive hints of
discounts in advance – create
conversations where fans guess
and become enticed
• Reward loyal fans with exclusive
surprise premiums – even a look
book will do
• Direct traffic back to website to
drive conversions
Facebook (567k fans)
Target Audience: Young female
adults and potential brand
advocates
• Launch ongoing story-telling
campaign with
#mypomelospring to enhance
brand experience
• Direct traffic back to website to
drive conversions
* use UGC for regular updates for
the rest of Spring J (Fans like the
moment of fame & getting
“noticed” by their favourite brands)
Instagram (63k fans)
PART 1: POMELO SPRING SALE 2016 – Attract, Engage, Convert Fans

5. PART 2: COPYWRITING
Glam on with ribbed knits,
pencil skirts and more with this
week’s new arrivals. Waiting for
you only at pomelofashion.com
dc#mypomelo
Instagram

6. Aria Sleeveless Shift Dress
A playful, sporty twist on the classic
shift dress with splash of pastel. This
perfect loose fit has an exposed
metallic back zipper detail for a
touch of edgy and grunge.
Product Naming & Description
PART 2: COPYWRITING