About Copywriter & content editor, social media marketing manager & brand community developer. Curious about all things fashion, film, art and food. Professional Experience Freelance Copywriter April 2016 - current We Are Pop Up Content Marketing Junior April 2015 - April 2016 Hoggy’s Antiques Social Media & Creative Assistant Jan-March 2015 Mosson Vintage Boutique Assistant May 2014 ANKA British English Centre Language Tutor Oct 2012 - May 2013 Edgar Modern Art Gallery Assistant July 2009 Computer Arts Projects Editorial Intern June 2009 Skills Tech web, visual & written Adobe Photoshop, InDesign Microsoft Word, Excel, PowerPoint Keynote Wordpress MailChimp Social media & content management & analysis Strategy Facebook, Twitter, Instagram, Tumblr, Pinterest, Snapchat Buffer, Hootsuite Twitter Analytics, Facebook Insights, Mailchimp Reports SEO, Google Analytics CRM system Bitly Favourites Freunde von Freunden AnOther Magazine It’s Nice That Courier Trouva Goodhood Acne Studios Bloomon Contact e: [email protected]m: +44 (0)7864 937239 t: @anna_trotter i: @annalouisetee Anna Trotter Portfolio
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AboutCopywriter & content editor, social media marketing manager & brand community developer. Curious about all things fashion, film, art and food.
Professional ExperienceFreelanceCopywriterApril 2016 - current
We Are Pop UpContent Marketing JuniorApril 2015 - April 2016
Hoggy’s AntiquesSocial Media & Creative AssistantJan-March 2015
Mosson VintageBoutique AssistantMay 2014
ANKA British English CentreLanguage TutorOct 2012 - May 2013
During my role in content marketing at We Are Pop Up I used Instagram to engage with existing platform users, build the brand message and as an acquisition tool
to gain new users for the site.
Targeting an audience of creative businesses across all sectors, the content had to be engaging, innovative and informative as well as visually stimulating.
Examples include unearthing and promoting stories of modern business, in-store visits around London, live pop-up events and exhibitions and visual merchandising
inspiration.
Original Content
With the purpose of further evolving the We Are Pop Up Instagram channel from brand-building and acquisition into a direct sales tool, I launched the ‘Brand Match’ campaign. This involved introducing on-platform brands and spaces via social media for pop-up collaborations. Engaging copy and visuals would demonstrate their aesthetic and stylistic compatibility.
The result proved extremely successful - brand loyalty increased as brands would would feel unique given the public nature of a feature personal to them; off-platform brands encountering the matches could envision what was possible and went on to sign up; brands would request personal matches. Ultimately, simple interactions on social media converted to direct enquiries, bookings and extensions on the website
Strategy: Brand Match
Championing indpendent retailers lay at the heart of the brand ethos and marketing strategy at We Are Pop Up. In this vein, prior to the pop-up of one of my favourite London-
based fashion brands on the website, LF Markey, I coordinated an Instagram takeover with founder Louise. The purpose was to boost community engagement, promote the
10-day pop-up, foster authenticity with genuine brand interaction and define our niche.
The takeover successfully introduced the 11 other brands in-store to We Are Pop Up as a viable retail tool and cemented the brand as an authoritative voice on creative retail.
Campaign: Instagram Takeover
Redesign: Email MarketingOver 12 months at We Are Pop Up I led the redesign of weekly email marketing campaigns. Using A/B testing and tracking reports on opens and CTRs I was able to iterate on each version, maximising user engagment and driving sales.
From simple, separate brand and space emails through to a magazine-style weekly newsletter, the ultimate goal was to produce content that was inspiring, visual, informative, personal and shareable.
Storytelling: Writing & Photography
At We Are Pop Up I generated both written and photographic content for the blog, shining a light on creative brands and retailers, drawing out their stories and celebrating their
innovative approach to business. Interviewing individuals and teams from the emerging to the established, I was lucky to build relationships with the likes of London Terrariums, The Dandy
I also introduced the “Weekly Round-Up” blog post, curating a selection of the best content from the web, from pop-ups to exhibitions, top track playlists, left field news articles and
insightful interviews.
Additionally, I regularly pitched and contributed guest content for business platforms including the British Fashion Council, The Design Trust, Small Business Saturday, Marketing
Vision and London Small Business Centre.
For more examples of written work see: http://annalouisetee.blogspot.co.uk/search/label/writing
Peter Jeun Ho Tsang and Julija Bainiaksina, Co-Founders of The Dandy Lab
Originally published on the We Are Pop Up blog, 9 November 2015