WeTransfer has announced a new partnership with Black culture-focused creative agency A Vibe Called Tech to showcase Black-owned media and creativity. The ongoing series launches on WeTransfer’s digital arts platform WePresent, where the brand gives a platform to the founders and editors of Plantain Papers. An independent literary journal published annually, the collaboration highlights Black culture through African folklore.
Presented through newly commissioned portraits, illustrations and audio clips, seven Black storytellers ranging from ages 6 to 70, in Bermuda, Brooklyn, Accra, and Toronto discuss memories of folklore passed down from elders and its influence on their conceptions of morality and identity.
A Vibe Called Tech and WePresent have also commissioned filmmaker Darryl Daley to create Black Transmission (2021) a silent film that acts as a conceptual visual essay weaving text, choreographed movements and archival footage of ceremonial dance. Six performers are captured in a series of close-ups and expressive poses, supported by an original score by musician Melo-Zed. The short film is inspired by the earliest instances of an oral tradition centred around a drum beat, the foundation of Black communication and kinship, and will debut on WePresent alongside an essay by Kareem Reid.
“Having showcased ideas from 1000 creatives from over 100 countries across the globe, WePresent is committed to giving a voice to a diverse range of creatives, working with them to share their stories. This partnership is about meaningfully championing the Black creative community and highlighting the importance of Black-owned media. We have been working closely with A Vibe Called Tech’s founder Charlene Prempeh and creative director Lewis Gilbert to demonstrate how we can put WeTransfer’s B Corp values into practice through innovative storytelling that holds significance for the creative community.” – says Holly Fraser, Editor in Chief of WePresent.
“We are excited by the potential of Black platforms to empower communities in the telling of unheard stories as well as the historic learnings that can be gained by reconfiguring our understanding of communication in Black culture.” – celebrates Charlene Prempeh, Founder of A Vibe Called Tech, a creative agency established to explore the intersection of Black creativity, culture, and innovation.
The editorial series is available to read on WePresent and the partnership will continue throughout 2022 showcasing new collaborations with Black-owned media platforms globally.
Volkswagen debuts TikTok account to reach Generation Z
Volkswagen’s transformation into a tech company will be accompanied by a TikTok channel called “newauto”. Named after the Group’s strategy, the account’s aim is to explain the historic transformation towards the mobility world through creative and entertaining videos. Decarbonization and circular economy will also be a recurring topic.
“We are experiencing the biggest transformation in the history of the car. That means new business areas and disruption. To promote trust in New Auto, we also want to reach the digital, environmentally-conscious Generation Z. Instead of saying: strategy is too complex for a platform like TikTok, we are simply going ahead and trying it out” – says Michael Manske, Head of CEO & Digital Communications at the Volkswagen Group.
To keep it authentic, Volkswagen’s videos are focusing on employees as TikTok creators. More than one billion people worldwide use the app launched in 2016. Traditional, work-related content is reimagined on TikTok and presented with an entertaining and humorous touch. And this is well received: 40% of TikTok users would like to see videos shot “behind the scenes” of a company (TikTok Marketing Science French Trends Study 2021 conducted by ifopBase: TikTok users who agree that TikTok is a good place for brands to discuss employment trends).
Volkswagen debut on Tik Tok is way overdue as Bentley, Lexus and BMW, amongst other automotive manufactures, have already discovered TikTok’s reach and how car fans consume the platform: 77% (globally) said in a study of car-enthusiast users (GlobalWebIndex, Q3 2020), that they were interested in technology (Germany: 61.3%). 51.9% of respondents said they cared about environmental issues (Germany: 42.9%).
Write Better Copy: the money-maker in business
Here’s how a lot of people feel when they know they have to sit down and write copy:
But, when done well…this is what copy can do for you…
Because you’re worth it.
Melts in your mouth, not in your hand.
Just do it.
Just words? I don’t think so.
These slogans are glorious pieces of golden copy. And they have made a lot of people incredibly wealthy.
The biggest money-maker in business is better copy
Think about your business. Think about the time, the sweat, the tears, the work, the missed moments with your partner, your kids, your dog…so that you can build something that sustains your life.
…and then ask yourself if you’ve ever thought any of these thoughts:
My copy sounds like a term paper
I have blank page syndrome
I’m struggling to find my authentic voice without sounding too corporate
Writing my own copy takes up SO MUCH TIME
It’s so articulate in my head but seems impossible to put into words
I don’t know what the power words are
I have no idea if the copy I write is remotely along the right lines
Yeeeeeeaaaah, I hear you. And I also know WHY you feel that way. You’re missing a key ingredient in your copywriting process. When you have it – the copy writes itself.
What is this key ingredient?
It’s the conversion process.
It’s the journey that moves people to say YES. Using data.
What does that mean? It means that the copy you write is based on science, not a stab in the dark. It’s based on research, not on a whim. It’s based on heatmaps and analytics and best practices, not on a feeling. And that means conversion. And that means more £££s for your business.
3 Steps to Writing Better Copy
Now, obviously, it’s more complicated than this. It’s not just one, two, three, and, BAM! you’re done. Each step requires time, effort, brainpower, and total commitment. That’s why conversion copywriters charge the big bucks. Because they’re not sitting at their desks, meditating, with candles lit, waiting for inspo to hit them.
They are doing research. They are mining for data. They. Are. SCIENCING.
That’s what conversion copywriters are. They’re mini-scientists. Looking at human behaviour. Establishing purchasing trends. Figuring out why people make the buying the choices that they make. So that they can write better copy. And make you oodles more money.
When they have the data they need about an ideal client, they can make magic.
Here’s what you need to do if you want to make like a conversion copywriter and write better copy.
1. Research & Discovery
Analysis. Competitor research. Voice of customer data. Surveys. Heat maps. Click trackers. Your conversion copywriter is gathering intelligence. Like an investigator. Like a PI. You’re Steve Arnott-ing your way through every piece of evidence you can find. And there’s a very important reason for this:
You connect with your audience. Show them that you get them. You share their doubts, frustrations, desires and dreams. You deepen that connection with them because they can see that you get them. You develop trust, the key ingredient to a sales success story.
Once you have all the juiciness that your research has unearthed, it’s time to start writing. This requires time. It requires that you sift through everything you’ve found and identify the patterns, the recurring messages, the power words people have used, the pain points, desires, beliefs, objections, objectives, dreams, needs, fears, and regrets of your customer or prospect.
As the patterns emerge, the most prevalent information becomes apparent, and you start to create a hierarchy of messaging. You don’t deviate from this. This is your copy bible. This is what you will use to craft a message that shows the reader that you see them, you understand them, and you can help them. This is where the conversion takes place. You’re moving people from point A to point B(uyer).
Copy is never really finished. It’s a living, growing beast of wonder that is pretty insatiable and is always looking to be improved. Once your copy is written, are you monitoring its performance? Are you A/B testing? Are you tracking the analytics?
Every piece of copy you write (or your copywriter writes) needs to be optimised. You have to see what is resonating and what isn’t. What is converting and what isn’t. What is working and what isn’t. That’s when you can make changes, tweaks, edits, and informed choices about the copy that’s on your website, landing page, emails, and sales pages. It’s the final piece of the copy puzzle – and every conversion copywriter worth their salt should be insisting on it. Because that’s how you write better copy.
From Fear to FABULOUS
Conversion copywriting is a no-brainer: through a very carefully tailored approach, you educate and inspire your audience. You empower them to take steps to choose themselves and change their lives. Conversion is the next logical step for them.
The purpose of conversion copywriting is to move your prospect to say ‘Yes.’ We do this through data-driven storytelling, formulas, and proven persuasion techniques.
It’s not just random writing, hoping something will land. It’s a strategy that makes money.
Every single word you write has a purpose. Every single sentence engages the reader, making them think ‘Is this person inside my head?’ and creates magic.
But it’s NOT magic. It’s a specific blend of impactful storytelling, and data.
It’s filled with high tension, drama, climax, and the final resolution, the ingredients of every good story. And your fairytale ending? Get your mission, message, and product or service out into the world. And raking in them dollah billz.
MediaCom appointed as global media agency for Klarna
Buy-now, pay-later app Klarna has appointed MediaCom as its global retained media agency of record. The contract began 1st February and MediaCom now executes media buying and planning for the Swedish fintech company’s key markets, including the UK, Spain, Italy, and France.
The agency’s remit excludes North America, where Havas Media Group won the retained account of the retail payments and shopping service last December.
“With this future-facing digital brand undergoing such fast expansion, I have no doubt our expertise and experience across the network will help them see the bigger picture to drive transformation and further growth.” –
Says James Marples, Global Account Director at MediaCom.
The new appointment comes weeks after Klarna released its 2021 mobile shopping report in which the company surveyed more than 13,000 consumers across 13 countries. The study highlights the unprecedented mobile shopping surges in the UK, where strict lockdown policies were in place, 7 in 10 (67%) now shop via their mobile devices more often compared to two years ago – more than in any other country in Europe, especially those that implemented less restrictive measures such as Sweden (54%).
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