CertainTeed
I was Creative Lead and lead copywriter at the digital AOR for Tempur-Sealy International working on their flagship brands: Tempur-Pedic, Sealy, and Stearns & Foster developing creative for a full-funnel, performance-driven marketing ecosystem. I provided conceptual thinking, strategic insights, and loads of sleep & wellness copy for paid campaigns, organic social, product launches, and more. I owned copy for Tempur-Pedic and oversaw work for Sealy and Stearns & Foster.
Client
CertainTeed
My role
Concept, Copy, Scriptwriting
Audience
B2B, Millennial / Gen-X families
“Built for This”
Brand Anthem Video
tk
I wrote copy and collaborated with design on a suite of paid static and carousel ads that ran on Meta. To align with the brief, I chose to highlight the human-centric benefit in each ad.
As a new initiative for Tempur-Pedic, spearheaded by my team, we worked with creators to bring an authentic, relatable feel to the campaign. I provided copy, edited scripts, and gave feedback throughout the process.
I wrote the copy and laid out the flow of a landing page that highlights each pillow type, its construction, and benefits.
ORGANIC SOCIAL
Along with my design partner, I created dozens of organic social posts for Tempur-Pedic’s organic social channels about sleep tips, cute dogs on beds, pop culture moments, trending formats, or fun product posts. It was vital to ensure the brand’s luxury, authoritative tone came through in every post.
Promos, products, and more sleep stuff
As Copy Lead on Tempur-Pedic, I conceptualized and wrote scripts, post copy, and headlines for promotional posts, product feature videos, creator videos, and more. These were developed based on company initiatives, keeping up on social chatter, and responding to trends.
