VICKIE CARTER
Copy & Creative
Monarch by VistaPrint
How might we ...
Develop and execute a new marketing landing page model – storytelling that blends editorial and product merchandising – to showcase the new Monarch by VistaPrint capsule collection?
The collaboration was VistaPrint's newest collaboration with Humberto Leon (fashion designer, retailer, creative director, restauranteur).
Here's how we did it.
We leaned into Humberto's voice and experience with VistaPrint as much as possible – creating a page where he shared his top product recommendations, use cases, and small business owner advice.
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While I wasn't on set for the photo/video shoot in Los Angeles, I did oversee an async-styled interview. The questions I created for Humberto and his team made it easy to provide backstory content, snappy product quotes and tips, and specific responses to popular questions from our small business owner audience.
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My favorite detail: Each new group of product tiles included a pro tip or reminder from Humberto. His confident tone, excitement, and experience let us open customers' eyes to successful outcomes in newer, bolder ways. As a writer, it's a gift to get lines like this to work with: "People are buying things when they've never even been to the restaurant."
Company
Vista / VistaPrint
Year
2023
Project Type
Marketing Landing Page, Copy Systems, Interview
Market / Region
North America
My Role
Project results & takeaways
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​Monarch by VistaPrint was featured in global markets, including placements in ELLE, Vogue, the LA Times, and Women's Wear Daily.
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The page was a key part of the collaboration launch campaign – featured in channel marketing, on the homepage, and in key deeper-site placements.​
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We had designed an easily scalable page system – easily adaptable to other collaborations or initiatives.
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My async interview model was another scalable system – it made it easy for content and copy teams to get longer-form material and the shorter, product-tile copy that can be trickier to get.
Copy Lead
Project Team
Creative Direction: Julie Halloran, Georgia Cowley, Karen Kukta | Copy: Vickie Carter | Design: Carrie Lepore | Merchandising Strategy: Amanda Ingalls | Partnership & Global Activations: Jill Molinari, Oscar Martinez, Kim Trieu | Monarch: Humberto Leon
