Manic Panic
Voice & Tone, Website Copy, Email Campaign Design
Case Study
If you had told 14-year-old me that I’d be writing for Manic Panic, my former emo self wouldn’t be able to contain her excitement.
Unfortunately, their E-commerce website looked like it hadn’t been touched since 2009 (when I was dyeing my hair with their products).
The Goals
Messaging
Update Manic Panic’s voice and tone to speak to the new generation of #dyehards. Align the communication style with the current zeitgeist while not losing touch of their countercultural roots.
Copy Optimization
Using the new voice and tone guidelines, craft new copy for the entire website to engage the user and guide them through their purchasing journey.
Email Campaigns
Construct email marketing campaigns to promote new products, seasonal and cultural trends, and social media engagement. Give the users reasons to return to the website and change their hair color again.
What Makes Manic Panic Iconic?
The first step to creating Manic Panic’s new voice and tone was honing in on their value propositions. I wanted to discover why the Manic Panic brand has resonated with daring color enthusiasts for over 40 years.
By analyzing the communication styles of prominent competitors and customer personas, I developed key messages to strategically place Manic Panic at the forefront of their distinct marketplace.
Manic Panic has a street cred like no other, making rainbow waves since 1977. I leaned on this concept to create a confident, yet trustworthy and approachable voice. Then, to tap into the whimsicality of colorful hair, I peppered in some modern buzzwords to show a rebellious, fun-loving, and free-spirited attitude.
Communicating “Color Without Compromise”
Capturing the freedom of self-expression. Short, sweet, thoughtful, and impactful.
Leading The Color Revolution Through Memorable Campaigns
In addition to copywriting and content wireframing for the website, I was also responsible for designing and executing email campaigns. From color inspo to trend reports, the email campaigns I created sparked creativity in #dyehards all over the world!
