Product Launch, Web Copy, Social Media & More

I absolutely loved this project. Stepping into the tone of Hendrick's, with its whimsical, fantastical air made this one to remember. I've always been told that as an advertiser, one of the most exciting jobs to be a part of is a product launch, and my work on the activation and release of Hendrick's Lunar Gin confirmed that for me. After an initial launch of the Hendrick's Gin US Instagram, I worked on varying aspects of the product launch for Hendrick's Lunar, from the initial stages of social media copywriting and concept development to story to scripting, producing and writing several pieces of media for the launch. In addition to the informational and irreverent product copy on the site (including, I will note, a rather good cocktail recipe), I was able to craft several videos and SEO related posts in that signature whimsical tone that Hendrick's fans love. I also wrote press releases which were distributed internationally to varying vendors and bars, on site activations that generated buzz for the launch, and a few out of home campaigns.