Email Ad: Pure

SPEC

Client: Pure, an online retailer for menstrual products

Target Audience: Young women aged 20-30. They value forward-thinking and inclusive brands, and have an interest in women’s issues.  

Tone: Friendly and warm, whilst communicating specialist knowledge and professionalism.

Brief: To create an email advert encouraging users to take their new quiz, in return for which the company will make a charity donation. The objective is that, after taking the quiz, users will buy one of the products recommended to them.

Solution: I worked with designer Holly McCann to create an advert that was bright, feminine and embraced diversity. I used inclusive terminology and a tone which balanced empathy with information, aligning the brand both on the side of the consumer, as well as in a position to offer them new knowledge. The advert centres strongly on Pure’s donation to Period Poverty UK, since being able to support a charity with little effort and no cost is likely to engage a socially-aware target audience.