Pirate Brands
Role: Lead content strategist and copywriter
Assignment: Create a website that appeals to both parents and kids, and which focuses on Pirate Brands' bestselling product, Pirate’s Booty, while driving awareness to two other brands.
Strategy: Our agency was already creating the social content for the brand, so we had an opportunity to connect both the online and social experiences from both a brand and user perspective. We leveraged internal creative assets to create new content features that drive overall brand awareness and allow the website to be frequently updated.
We also wanted to keep the fun, animated look that is integral to Pirate Brands, while infusing the site with modern design sensibilities, as well as staying true to the brand’s quirky and fun nature.
I was Lead Content Strategist and Copywriter on this project, working closely with our UX, design, and front-end development teams to work through features, interaction and animation. Check out the site before, and see the final product at piratebrands.com.
CREATING A SOCIAL DESTINATION
Our agency was creating great content & photography for the Pirate’s Booty social channels, so we created deliberate features within the site to integrate that content, both in its current state and thinking with an eye to the future. The Treasure Chest, for example, shows craft and recipe ideas using Pirate's Booty, while Crunchy’s Cabin shares fun crafts and activities to do with the kids. These new features provide a destination for posts to drive to, so that this content can live beyond the social platform.
LEANING INTO PIRATE SPEAK
Did ye know how fun it is talk like you ARR a pirate? I didn’t! We created a consistent tone and voice for the brand, which was playful and capitalized on pirate speak. We created rules such as, any time there’s an ‘a’ and ‘r’ together, it defaults to ‘ARRR'. You’ll notice these most in the navigation, and throughout calls to action and features on the home page.
joke generator
We had literally hundreds of pirate jokes just sitting in the Twitter-sphere, so we created a feature on the home page that would use the jokes to keep the user engaged. You can sit and tap forever, and Crunchy will tell you more than 100 jokes.