In-house projects
I joined the B2B fintech company Zimpler in late 2022. I went from a Senior Copywriter to a Swiss Army knife creative – expanding my brand strategy and conceptual creativity expertise while adding skills in performance, content and growth marketing, lead generation, UX writing and generative AI. These are a few highlights so far.
Brand platform
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Brand platform •
New brand platform for Zimpler including strategy, visual + verbal identity as well as detailed guidelines. It launched early 2024, and my role was to lead the creation of the brand strategy as well as crafting the verbal identity. It was a close collaboration with the Brand Designer, lead team and various departments within the company. The result is a strong and unifying foundation including problem statements, vision, mission & purpose, company story, brand archetype, values, USPs, messaging house and much more.
Website
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Website •
In late 2023 we launched zimpler.com, built on the new brand, messaging & product strategy. This was a project I led together with our Marketing Manager, and I delivered all copy throughout the website, including UX and product marketing.
Performance marketing
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Performance marketing •
Responsive search
Based on the new brand and messaging strategy, I created a repository of headlines and body copy used to generate responsive search ads – along with ad extension images.
Always-on
It’s an interesting challenge to sell your services to companies (primary target) while building trust with their customers (secondary target). We did a rich set of digital ads based on our 4 general USPs crafted in the brand strategy. Every USP got an ad in each funnel stage used at Zimpler (awareness, consideration and conversion). Below are some examples.
Paid campaigns
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Paid campaigns •
Cross-border payouts
To launch Zimpler’s new product, instant cross-border payouts, we placed a timely message in business travel contexts for awareness. Our static and motion ads could be seen IRL at T-Centralen, Arlanda Express, Flygbussarna and Arlanda airport. At the same time, we equipped the sales department with sticky sales material while building thought leadership in own and earned channels.
Content marketing
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Content marketing •
Zimpler has a Content Manager owning the strategic, analytic and administrative part of all content, while I drive the creative execution across all platforms. I ideate and write everything for our organic feed on LinkedIn and Facebook, our customer newsletter and blog posts – in close collaboration with both Brand Designer and Content Manager.