Target involved me in a Beta rollout to pressure test a “paperless” weekly ad with highly inspirational product curation stories. Writing for the millennial audience needed to be conversational. Punchy. And flawlessly on-brand.

Users visiting the experience were well into the purchase funnel — the goal was to turn interest into conversion (add to cart). Copy needed to convey product benefits within limited character counts and tight space constraints.

Below is a sampling of writing from home decor and cold & flu product stories.