Content-Led Storytelling
& Messaging Strategy
& Messaging Strategy
Vans is a dope brand that I’m stoked to have written for. In addition to emails and online, I help write and pitch ideas across lifecycle marketing, membership retention, and dotcom efforts to drive brand heat, boost product awareness, and more.
Below are a few sample slides that I’m allowed to show, but reach out to me at michael.shymanski [at] gmail.com if you'd like to see more.
For: The Program
Holiday, Back to School, & More Promo
I've also put together creative strategy for some of Vans' biggest moments, including Holiday and Back to School.
As a writer, I'm also able to write concise copy that delivers its message in a brand-aligned way without making it tired. For Back to School, I wrote over 50 touches across email, SMS, and social for their second largest consumer moment of the year, and then did it again for holiday. You can see screenshots of the massive lifecycle assets I wrote for email, social, and more on quick-turn sprints.
Art Direction: various designers @ The Program
Revamping Vans' Lifecycle
One of the larger areas of content-led storytelling is infusing narrative into product. Through email, SMS, social media, in-app content, and more, I work with strategists and designers to reach target segments, bring awareness to products, and drive conversions — elevating their lifecycle efforts with A/B testing and strong copy.
Art Direction: various designers @ The Program
Vans Writing & Style Guide
In an attempt to create cohesion for the brand, I took the initiative to start a writing and style guide to keep track of brand voice, distinct product descriptions, and Van-isms, down to grammar, punctuation, and spelling.
A smaller version of this internal work was shared with the client for us to collaborate and stay consistent on DotCom, lifecycle, campaigns, and more.
