Walgreens: Brand Voice Audit
Client: Walgreens Photo
Brief: Assess copy for the Photo vertical (web, email, Kiosk) and provide recommendations to improve the user experience.
Response: Walgreens Photo is a unique department, because it’s a very successful vertical for a specific demographic but the larger brand is known for retail health/pharmacy, not photo printing. The challenge for the Photo department is to write simple, accessible, heartwarming copy that is in line with the overall Walgreens tone but that appeals specifically to Photo customers, who enjoy the convenience of creating photo products with the product software (Snapfish). I assessed copy across the photo enterprise, conducted competitive analysis (Artifact Uprising, Shutterfly) and based on what I knew about our audience, marketing analytics and goals, provided strategic writing recommendations to the Creative Director.
