Is there a particular food that has the power to transport you instantly back to the carefree days of your childhood the moment it touches your taste buds? For me, that culinary time machine is none other than Garrett Popcorn. Stepping into the role of a marketing intern last summer, I embarked on a mission to do more than just promote the brand. My goal was to integrate what the brand means to people into every project I worked on. During that summer, I held the unique position of being the only intern – meaning I had the privilege of working alongside the digital marketing team, the social media marketing team, and the graphic design team.
I took on the role of drafting compelling copy for Garrett’s email marketing campaigns. My goal was to deliver relevant information directly to a subscriber’s inbox, in hopes to strengthen the brand’s connection with their audience and encourage recipients to interact with the content.
Above, you’ll find two examples of copy I created to announce the return of the limited-time ‘Spicy CheeseCorn’ recipe. Given that individuals often receive hundreds of promotional emails each week, crafting content that is both creative and informative is crucial. The goal is to ensure Garrett remains prominently in consumers’ minds.
I was given access to past analytics allowing me to tailor the campaigns based on the audience’s preferences and past behaviors. Through the copy, I successfully grabbed consumers’ attention, and helped guide them through the sales funnel.
From the start of the internship to its end, I conducted SEO research and optimized web copy to secure higher rankings in Google searches.
The above images are a visual narrative of the outcomes of keyword integration within the product and recipe descriptions.
The process began with an in depth competitive analysis to determine what content was due for improvement. I leveraged tools like SEMrush and Google Analytics to identify areas where improvements were essential to outperform competitors. The next step involved keyword research leading me to the most relevant and highest-performing terms for each product. I then worked to integrate these keywords into consumer-centric content, increasing visibility in Google searches.
Through this project, I gained a deeper understanding of the constantly evolving digital landscape, and the importance of responding to shifts in the algorithm and consumer trends. SEO is an iterative process that is essential to the success of search engine rankings, as well as the overall user experience.
As we know, the Barbie movie marketing dominated the internet and I’m pleased to say I contributed to it. In the post on the left, I played a pivotal role in crafting compelling copy for Garrett’s collaboration with Warner to promote the Barbie movie. The focus was to create engaging content that prompted fans to participate in the giveaway. The copy aimed to capture the collaboration to generate buzz and excitement among the audience.
For the 74th anniversary campaign, I proposed a unique content strategy – fan interviews. Garrett has worked to develop a deep connection with their fans. With a brand image and performance goals that rely on this connection, I believed that showcasing real fans stories would perform well with the audience. This concept gave Garrett enthusiasts a platform to share their thoughts, fostering a sense of community. The reel on the right shows my idea brought to life, exemplifying my strategic approach to content creation that goes beyond the norm.
Kaylee Rychel
