Title: Brand Evolution: "Social-First" Voice Architecture (Spec)
Role: Senior Copywriter / Content Strategist (via Edelman)
The Challenge As part of a strategic pitch to expand Edelman's remit into Petco’s social channels, I was tasked with evolving their traditional PR voice into a vibrant, social-first persona.
The Strategy I proposed a radical shift in how the brand interacts with its community:
- Mascot Personas: Pitched the creation of independent social accounts for Petco’s mascots to act as brand ambassadors—blending educational content with a playful, engaging personality to drive customer participation.
- Social-First TOV: Crafted a Tone of Voice (TOV) guide specifically for social platforms, prioritizing community interaction over top-down broadcasting.
The Result While the pitch served as a strategic exercise, it demonstrated my ability to modernize legacy brands and create "sticky" social ecosystems that encourage two-way dialogue between brands and their customers.