Project: Back to School 2022 / Role: Lead Creative, Copy
Each year, Snapchat revamps their key business moments with new messaging and a fresh look. As one of their most successful times of year, Back to School (B2S) is no different. In 2022, however, they hoped to overhaul this moment from a simple campaign to an entire platform that would help launch Snapchat into the spotlight as a back-to-school industry thought leader. We partnered with agency Wunderman Thompson to make it happen.
As the lead copywriter on Snapchat’s side, I was tasked with giving “Snap to School” legs to stand (and eventually walk) on, in the form of the initial concept manifesto and key messaging pillars, both of which would go on to inform the creative and strategy of this critical business moment.
I worked with the lead marketer and took Snapchat’s key B2S insights and breathed life into them, which helped to solidify Snapchat’s place at top of the class in the back-to-school ecosystem.
Once this key messaging was given the green light by Snap’s leadership, I moved into a consulting and oversight role as Wunderman Thompson’s team of writers executed the long list of deliverables. I provided feedback and guidance on sizzle reels, sales collateral, social, video scripts, and more.
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