Advertising Copywriting Portfolio by Hannah Dipple

Slideshow

dipple53 — 2025-05-05 19:43:46 UTC

Glossier is known for its “no-makeup makeup” aesthetic and focus on enhancing natural beauty. However, this can be hard for customers with diverse skin tones or those who prefer more full coverage makeup to find products. Therefore, I created an idea for a content series called “Glossier for Everyone” that showcases how to use Glossier products to achieve all different kind of looks.

Creative Brief

dipple53 — 2025-05-05 20:00:48 UTC

I created a Creative Brief for Instacart's Super Bowl Commercial titled "We're Here" which featured numerous mascots for brands available on Instacart. The mascots delivered groceries to a family showing Instacart is a reliable and convenient way to buy your groceries.

Video Ad Storyboard

dipple53 — 2025-05-06 17:49:51 UTC

In this Storyboard I drew out the scenes which showed Scooby muddy and making a mess, leading to him having to use the iClean Dog Wash to get clean. I used the TV spots Animation and Celebrity endorsement with the usage of Scooby Doo and Shaggy.

Video Ad Script

dipple53 — 2025-05-06 17:50:03 UTC

I wrote an Ad Script for iClean Dog Wash featuring Scooby Doo. The Script uses the TV spot celebrity endorsement with the use of Scooby Doo characters. I used the humor Copy technique with the chaotic opening scene with Shaggy and Scooby.

Radio Script

dipple53 — 2025-05-06 17:53:45 UTC

I created a Radio ad for Ronald McDonald House Charities titled “A Listening Heart, A Helping Home.” The purpose of this ad was to increase awareness, drive an increase in donations and volunteers, and also reach families who may need their services. I used the Testimonial strategy by featuring a parent who was impacted by the services.

Radio Ad

dipple53 — 2025-05-06 17:54:02 UTC

Brochure

dipple53 — 2025-05-06 17:55:45 UTC

I expanded my campaign for McDonald's by creating a brochure for the Ronald McDonald House Charities. The main message: "Keeping Families Close" emphasizes the importance of family unity during a child's serious illness

Print Ad

dipple53 — 2025-05-06 17:57:46 UTC

I created a Print ad for McDonald's new Quarter Pounder Deluxe that incorporated ALL structure techniques: eyebrows, headline, subhead, body copy, call to action, closing line of copy, slogan, and signature.

Print Ad

dipple53 — 2025-05-06 18:01:20 UTC

For this Print ad concept I started with looking at a different Coke Zero ad featuring Parallel construction and then creating a new one and changing the point of view to a Testimonial. To make it testimonial, I featured a quote in the ad stating "The tastiest soda I've ever had!"

Youtube Thumbnail

dipple53 — 2025-05-06 18:02:02 UTC

Example of the content for the series. I created a mockup thumbnail for a Youtube tutorial video using all Glossier products but for a more dramatic look.

Media Plan

dipple53 — 2025-05-06 18:10:26 UTC

Platform: Targeted digital video ads (Youtube and local TV)

Time: for digital, continuous campaigns, with increased frequency during peak pet-related search times (evenings, weekends). For television, daytime on family-friendly programming and local news
Schedule: launch a phased campaign
- Phase 1: digital video ads on youtube and other social media
- Phase 2: introduce television ads

Creative Strategy statement

dipple53 — 2025-05-06 18:11:19 UTC

To persuade dog owners who want to save time and money on their dogs cleaning that iClean Dog Wash is the convenient, affordable, and stress-free solution offering a professional level-clean in a fraction of the time and cost of traditional grooming

Creative Strategy Statement

dipple53 — 2025-05-06 18:23:22 UTC

To inform diverse customers who want more options and full coverage makeup looks that Glossier products are for everyone and can create an array of different makeup looks.

Creative strategy statement

dipple53 — 2025-05-06 18:46:52 UTC

To convince soda drinkers that Coke Zero will provide no guilt towards drinking it because it tastes the same as regular Coke but there are zero calories and zero sugar.

Body copy technique

dipple53 — 2025-05-06 18:54:21 UTC

Alliteration was used in the headline with Zero Compromise. Zero Sugar.

ABA was used by referencing the headline in the last line of the boy copy.

Creative strategy statement

dipple53 — 2025-05-06 18:56:20 UTC

To inform individuals and families that Ronald McDonald House Charities offers support and stability during a child's medical crisis because their network of homes and programs allow families to focus on their child's well-being without added burdens.

Media tactics

dipple53 — 2025-05-06 19:01:49 UTC

Terrestrial Radio
- Genre: Adult and News stations will be primary targets. Also consider NPR for its engaged and community-minded listeners
- Day-Part: We will place ads during key listening times such as morning drive (6Am-10AM), and afternoon drives (3PM-7PM) when commuters are driving to and from from work or school
- Geography: The media buy will be geographically targeted areas and cities surrounding children's hospitals and within communities where RMHC have a strong presence or are looking to build awareness.

Direct Mail Piece

dipple53 — 2025-05-06 19:08:23 UTC

Targeted direct mail to family households in urban and suburban areas and city residents based on demographic and lifestyle data. Mailing will occur at the beginning of key busy periods like the back-to-school season or start of summer to capitalize on the need for convenience and when families and individuals are partaking in a lot of activity

Messaging Strategy (M-A-C)

Message: Instacart offers a way to get fresh groceries delivered, saving time and enhancing enjoyment of having quality food at home on the weekends.
Audience: Busy Families or individuals seeking to enjoy their weekends off without worry about grocery shopping
Channel: Targeted mail postcard delivered to households, offering an accessible call to action through QR code and promotional offer

Email Marketing Campaign

dipple53 — 2025-05-06 19:09:02 UTC

Emails will appear in existing Instacart users inboxes to encourage repeat purchases and to potential customers who have signed up for email lists or shown interest in online grocery services. Emails will be sent strategically throughout the week, with a focus on mid-week and pre-weekend to influence shopping habits and prepare them for the $15 off promotion.

Messaging Strategy (M-A-C)

Message: Instacart is a time-saving and convenient solution to grocery shopping, enhancing free time.
Audience: Existing users to encourage repeat purchases and potential customers who have shown interest.
Channel: Email marketing

Transit Advertisement

dipple53 — 2025-05-06 19:09:31 UTC

Transit ad will appear on buses in New York City, Boston, and Philadelphia during the Spring and Summer from May 21st to August 1st. We will place them during typical commuting periods, with a emphasis on weekdays. We will plan a transit stop takeover in each city where we will be the exclusive advertiser. In Philly we focus on reaching commuters heading in and out of the city. Takeover elements could include digital screens showcasing the "commute-to-delivery" story. In NYC we will focus on key commuter hubs like Grand Central Terminal or Penn Station with large-scale digital displays highlighting the time-saving aspect during peak hours. In Boston we will target both train and bus commuters like South Station or Back Bay Station.

Messaging Strategy (M-A-C)

Message: Instacart offers a way to utilize commute time for grocery shopping. Leading to a more relaxed evening when you get home.
Audience: Daily commuters seeking solutions for time constraints
Channel: Exterior bus/train ads

Ambient Advertising

dipple53 — 2025-05-06 19:10:23 UTC

Ambient Ads will appear in in high-traffic grocery stores in urban and suburban areas. The placement is designed to reach individuals engaged in the task that Instacart aims to simplify. The duration will be ongoing to provide consistent brand reinforcement at the point of decision.

Messaging Strategy (M-A-C)

Message:Instacart integrates into daily routines, freeing up time for other activities.
Audience: Individuals frequenting grocery stores
Channel: Ambient advertising places the message in relevant environments

Creative strategy statements:

dipple53 — 2025-05-06 20:44:37 UTC

Print Ad: To persuade burger lovers that McDonald’s new Quarter Pounder Deluxe will be even better than the original because it elevates the classic with fresh new ingredients
Brochure: To inform individuals that Ronald McDonald House Charities can provide support and comfort to families with seriously ill children because it offers a safe, nurturing "home away from home" near hospitals.

Messaging Strategy

dipple53 — 2025-05-07 11:39:01 UTC

Message: Glossier products are versatile and can be used to create a range of makeup looks, including more full-coverage and dramatic styles, making them suitable for everyone, regardless of their skin tone or makeup preferences.
Audience: Diverse customers who desire more options and full-coverage makeup looks and may have previously felt that Glossier's "no-makeup makeup" aesthetic didn't cater to their needs.
Channel: A YouTube tutorial series, exemplified by the mockup thumbnail, which aims to showcase how to achieve different makeup looks using Glossier products.

Messaging Strategy

dipple53 — 2025-05-07 11:42:36 UTC

Message: iClean Dog Wash is a convenient, affordable, high-quality solution for dog washing that saves time and money compared to traditional grooming, offering a professional-level clean at a fraction of the time and cost.
Audience: Dog owners who want to save time and money on cleaning their dogs and are looking for a convenient, affordable, and stress-free alternative to traditional grooming methods.
Channel: A targeted digital video ad campaign on platforms like YouTube and local TV

Messaging Strategy

dipple53 — 2025-05-07 11:43:21 UTC

Message: Coca-Cola Zero Sugar offers the same great taste as regular Coke without any calories or sugar, providing a guilt-free soda experience.

Audience: Soda drinkers who enjoy the taste of Coca-Cola but are concerned about sugar and calorie intake. The testimonial format suggests an appeal to those who value the opinions and experiences of others.
Channel: A print advertisement, utilizing a testimonial format with a visual of someone enjoying the drink and a quote emphasizing its taste.

Media Plan

dipple53 — 2025-05-07 11:45:08 UTC

Platform
- Magazines
- In-store posters and signage at grocery stores, convenience stores, and supermarkets.
Time
- Summer season because it's during a peak consumption period
Schedule
- Bi-weekly in Magazines
- 6-8 weeks in stores

Messaging Strategy

dipple53 — 2025-05-07 11:45:41 UTC

Message: Ronald McDonald House Charities offers vital support and stability to individuals and families facing a child's medical crisis by providing a network of homes and programs, allowing them to focus on their child's well-being without added burdens.
Audience: Individuals and families who may experience the displacement that arises when a child faces a serious illness, especially when treatment requires being far from home. The campaign also aims to reach potential donors and volunteers.
Channel: A radio ad campaign utilizing terrestrial radio, primarily targeting Adult and News stations known for their engaged and community-minded listeners.

Messaging Strategy

dipple53 — 2025-05-07 11:48:34 UTC

Brochure:

Message: "Keeping Families Close" emphasizes the critical importance of family unity during a child's serious illness, highlighting the support and resources provided by Ronald McDonald House Charities to keep families together near their hospitalized children.
Audience: Individuals and families facing the challenges of having a seriously ill child requiring hospitalization, as well as potential donors, volunteers, and community members who may want to support the organization.
Channel: A printed brochure, designed to inform and engage the target audience about Ronald McDonald House Charities.

Print Ad:

Message: McDonald's has taken the classic Quarter Pounder and made it even better by introducing the "Deluxe" version.
Audience: Burger lovers and McDonald's customers who and are looking for an elevated version of a classic favorite.
Channel: A print advertisement

Media Plan

dipple53 — 2025-05-07 11:57:40 UTC

Brochure:

Platform
- Direct distribution at and near children's hospitals
- Waiting rooms of pediatricians and specialists
- Information racks in Ronald McDonald Houses
Time
- Ongoing distribution, available year-round at relevant locations.
Schedule
- Continuously available.

Print Ad:

Platform
- Newspapers (local and potentially national).
- Magazines (food-focused, lifestyle, general interest).
Time
- Launch period of the New Quarter Pounder Deluxe.
Schedule
- 4-8 weeks