Narrative Writing

"Business messaging" as an offering had just become a company priority at Facebook, and with that, our team needed to create a strategic, thoughtful, and industry-defining marketing system and narrative that cohesively aligned Facebook's messaging tools (Instagram Direct, Messenger, and Whatsapp).

I was tasked with crafting a cross-family business messaging narrative for Facebook, which evolved into a comprehensive marketing system guiding our external presence within the industry and with businesses. It was a complex, ambiguous, yet important workstream as business messaging had just become a company priority. The work spanned multiple (15) cross-functional teams from product marketing to Creative Shop to Partnerships, and ultimately, this work was able to drive a strategy that led to organizational shifts in thinking with WhatsApp & Messenger, and how business messaging is defined at Facebook now and in the future.

I worked within a What/Why/How framework and developed a functional strategy that aligns FB’s unique value props for business messaging with our product vision, but a flexible How framework that works across different audiences. The What, is a combination of competitive, technological, and cultural insights driving the change that leads to the Why we think businesses and the industry at large should make this change (the benefits). Lastly, the How was Facebook's unique set of solutions for how business messaging can help businesses thrive.

CASE STUDIES

I sourced, wrote, and edited over 50 case studies for Messenger and Ads that Click to Messenger. I worked closely with small businesses to tell their stories on how messaging helped them connect with their customers, lower their customer care costs, and increase their efficiency. Originally published on Facebook’s Business site, these case studies are deprecated every 2 years so unfortunately I don’t have many examples.

REAL BEAUTIFUL

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The Mayvenn blog. I created, wrote, and managed a team of four freelancers to produce content for our popular hair blog. Over 25% of traffic to Mayvenn went to the blog, and it garnered over $20k in monthly revenue from strictly organic traffic and a robust SEO strategy.

VISIT THE BLOG

HAIRCARE GUIDES

Hair care is crucial to hair extension longevity, but it’s often what customers skip out on doing regularly. Mayvenn was receiving a deluge of questions about how to take care of their virgin hair. In order to alleviate the stress on the customer care team, I conceptualized and wrote the copy for hair care guidebookss that were included with each order.

view the guides

MAYVENN MEN

The Mayvenn Men series spanned for a few months as Mayvenn sought to build out their video strategy, while also developing a brand voice. Hair is serious business, and with this series I wanted to highlight the amount of effort it takes to style one’s hair or get it styled by a hairstylist. With the increasing amount of women who are now becoming experts at DIY’ing their hairstyles, it was only right that we brought men in to try and create common black hairstyles.

I leveraged this content through social posts, the Mayvenn blog, and YouTube. I also pitched this video to a few online publications where it ended up being syndicated by ESSENCE, Madame Noire, and Blavity.

Read THE blog posts here and here.

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BREAST CANCER AWARENESS

For Breast Cancer Awareness month, Mayvenn wanted to not only highlight the everyday women who are living and still thriving despite the disease, but also bring attention to their wig line. We collaborated with influencer marketing agency, SHADE, to bring this empowering campaign to life. With the tagline,”The Beauty of Hope,” as my guide, we created a full campaign with gorgeous imagery and engaging content to help tell the stories of these survivors.

OUR HAIR

A common issue when it comes to buying hair is deciding between a temporary "human" look or an investment "virgin" look. For Mayvenn Hair's new product launch of Dyed Human Hair, I was asked to create an informative yet fun video that consumers could easily digest. I conceptualized, wrote, and directed this 5-minute piece.