The time I wrote copy for TRIBE
Last year I had the pleasure of working with a very cool brand, TRIBE.
(The team was cool enough to let me bring my doggo to the office!)
I loved the fun, edgy, pushing-the-boundaries communication style of this young, fresh influencer marketplace company. And boy did I learn a LOT about the world of influencer marketing and how Instagram is changing to fuel this growing industry!
Plus – I was able to use an insane amount of fun puns while writing for TRIBE. Always a bonus.
What TRIBE is about
TRIBE was founded in 2014 by Jules Lund (you may have heard of him). Since then, it’s become one of the leading influencer marketing platforms in the world, with offices in Melbourne, Sydney, London, New York and Manila.
The focus of this platform is on building genuine connections between influencers and brands. Businesses can self-serve their influencer marketing needs by posting a campaign brief and having creators pitch their content directly, without the messiness of going back and forth through an agency. And because it's a marketplace format, creators put their own price tag on their content.
Brands get beautiful branded content for a fraction of the cost of setting up in-house photo shoots, and talented creators get paid for promoting the brands and products they already know and love! Talk about win-win.
Highlights of copywriting for TRIBE
I worked with the TRIBE team to develop blog posts, emails, digital ads and copy for webpages and the app. It was an absolute hoot working in-house with an incredibly talented designer and marketing team. Here are some of the key projects and activities I was involved in.
U.S. Branding Campaign
The U.S. is oversaturated with influencer apps and products all claiming to be the best, so TRIBE needed a campaign to make it stand out from the rest, while promoting its key features (speed, affordability and variety). A brainstorming sesh with TRIBE’s Head Designer led to several potential content angles, which led to snappy campaign copy designed to catch people’s attention.
Influencer Marketing Handbook
While a lot of TRIBE’s content is designed to be short, fun and punchy, the team identified an opportunity to create a more meaty influencer resource. Enter: the TRIBE Influencer Marketing Handbook! This baby was a lot of fun to work on. The key was to work some clever SEO keywords into the copy while also addressing key concerns of new creators. Name a better resource for influencers that exists… I’ll wait...
Creator EDMs
I also loved writing up short, snappy EDMs to send out to creators alerting them to the hottest new campaigns on the TRIBE app. The goal was engagement, encouraging influencers to start making content for brands. These were always fun, and provided an opportunity to let my creativity run wild!
Blog posts
Lucky me! I was working with TRIBE in the lead-up to Christmas 2019. I was able to help the team develop content for all the fun holidays including Halloween, Thanksgiving, Black Friday and Christmas. This involved SEO-focused blog posts and eye-catching emails promoting holiday campaign opportunities for both creators and brands.
Hello holiday puns!
Need a temporary content resource like TRIBE did? Pick me!
I was able to help TRIBE out for a few months while they hunted for a full-time content resource. Not only was it an absolute blast for me working in-house with a GREAT team, I was able to fill a need in the business while they took their time hunting for the right Senior Writer.
If your business could use a helping hand for a while, whether it’s for a few weeks or a few months, hit me up! I can slot right into your team and keep your content production rolling so you don’t fall behind. Get in touch for details.
