Who is Super.com?

When I first started, Super.com didn’t know its voice yet. My challenge was to create a tone and personality that genuinely connected with people (specifically low-income individuals who needed financial help).

Along with that, I expanded and tailored the style guidelines as the company communications grew.

And like any good writer, I did my research to better understand the landscape. It turned into a nearly 60-page analysis of our competitors’ tone of voice, value props, and more.

Content strategy

This was an overarching plan to help streamline content across all channels (CRM, social, and blog). The idea being we wanted to cross-pollinate ideas from each channel, helping us work smarter not harder.

Campaign concepts

Although we don’t have a full CRM team at our disposal, we strategized creative campaigns to drive brand awareness and hotel reservations for our travel business. This included not only ideating the overarching concept, based on user research, but also a full 360 idea that could live in multiple executions like email, SMS, print, OOH, and more.

Below is an example of an email campaign that we intended as a continuous narrative with each send, following our mascot Spottie on a summer road trip. At one point, our round little friend even takes a wrong turn! The result? Around $20k in hotel reservations.