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
Vans, on the Internet
A lot of my work is collaborating in tandem with the Vans teams of marketing, writing, and the head of digital to create brand-aligned experiences on their main hub. From fast-turns to last minute changes, I’ve helped tell regional and global stories for an iconic footwear brand.
If you're reading this, head to Vans.com and you can see my work live, changing often throughout the week on the home page, landing pages, product listing pages, and product display pages.
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
Holiday, Back to School, & More Promo
But if you need some quick churn emails to push and drive sales, I'm also your guy. I'm 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.
Art Direction: various designers @ The Program