J.Crew Factory
From the beginning of 2017 through the summer of 2018, I was the head copywriter for J.Crew Factory, working alongside a full creative team and leading a junior copywriter. Together with the art director, marketing and merch teams, we collaborated on seasonal campaigns, launched J.Crew Factory on Instagram and ran our first-ever podcast ads for NPR and Pandora. In my year as J.Crew Factory’s senior copywriter, I helped revamp the brand voice and increase sales by 4% over those four quarters.
Facebook Copy Examples
Instagram Story + Post Examples
Monthly Site Refreshes
We revised the website every month on top of running daily sales. This required collaboration with the merch team and my art director to come up with new stories based on the latest available trends in clothing.
From Getaway Shops to Back to School to Holiday Gift Guides, we told endless stories about where these clothes were headed—and had fun doing it!
Frequent Flash Sales
Working with marketing and the art director, I helped name new concepts and titles for flash sales and I would bring the copy tone and voice to each new sale.
Even though we were working with the smallest budget and little bandwidth for new imagery, these flash sales turned out to be hugely popular. We married the art departments’ bright look and feel alongside a vibrant atmosphere within the copy. Each one we ran felt like we were throwing a party.
Holiday 2017 Campaign
Each holiday season, J.Crew Factory created a destination for customers to shop all-things holiday.
Together with my Art Director, we transformed J.Crew Factory into the J.Crew Gift Factory, adding gears, trimmings, and whimsy to match the family-friendly branding.
Oh, and, branded with an equally fun tagline:
Gear up to give the goods.
The Annual Results
• Together with marketing , our team turned jcrewfactory.com traffic from -3% in Q1 to +3% in its first 8 weeks, driven by email and paid search optimizations.
• We saw a return on digital new customers to a state of growth, turning a –11% comp to +21% via Search, Social Media & Affiliate optimizations.
• The collaboration between our marketing team and our merch partners resulted in 3 consecutive quarters of positive margin comp—the first time since 2013 for the brand.
• Launched brand’s first ever Omni-channel marketing campaign , resulting in brand awareness +5% on -6% over the course of the 2017-2018 fiscal year.
All result reporting courtesy of Lisa Brewer.
Art Directors: Connie Makita (2017), Carly Rockwell (2017-2018)
Designers: Hannah Hinds, Kristin Harada, Byron Chow
VP & Marketing Lead: Lisa Brewer
Alicia Berbenick - Copywriter & Editor 