Blue Bunny
Role: Lead content strategist & copywriter
Assignment: Redesign the Blue Bunny website to accompany a complete rebrand—from a new logo and packaging to a new mascot and products, as well as new commercials and key messaging—while also reinforcing their mission to be the "most playful" ice cream brand.
Strategy: We created new features within the site to convey the positioning and spirit of the Blue Bunny brand in a clever, funny and likeable way to deepen engagement with target consumers, while also communicating the unique selling point of the brand: premium quality ice cream. Check out the site before, and after at bluebunny.com.
I was Lead Content Strategist and Copywriter on this project, working closely with our UX, design, and front-end development teams.
Feature: interactive quiz
To drive engagement and provide a playful way to discover products, we created a "Scoop-o-nality" interactive quiz. Users answered a series of questions that lead them to a personalized Scoop-o-nality, product recommendation, and a prompt to share their results to generate brand equity and product awareness.
Scoop-o-nality quiz to drive product awareness and site engagement.
We used animation throughout the site to give it a fun, interactive feel.
Feature: CAMPAIGN MICROSITE
When Blue Bunny launched new ice cream cakes, we created a microsite where users could find product info and coupons. We took it a step further to deepen engagement by creating a "Celebration Hub," where users could engage in an interactive experience to discover everyday reasons that encourage a celebration with cake.
We wrote more than 50 reasons why a user should celebrate, ranging from silly (“You got out of bed today!”") to more practical…but still silly. (“It’s someone’s birthday, somewhere!”)