AMBI Projects
“Effective writing can challenge our beliefs and change the way we think.””
Zoë Stetson, Copywriter
AMBI Interim Report
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COPY EXCERPT: AMBI Interim Report
Copywriting by Zoë Stetson
Television advertising is great for awareness, but AMBI® needed more to stave off increasing competition on a limited marketing budget. It needed to establish itself as THE EXPERT in skin care for women with richer skin tones and it needed to do it economically.
Radio’s lower cost of entry was great for AMBI®’s needs. It allowed AMBI® to update its brand image, increase frequency and hyper target its consumers. Radio also allowed AMBI® to invest in out-of-home, digital, print and search engine advertising—for the first time in brand history.
But advertising alone wouldn’t be enough to help AMBI® achieve its expertise strategy. AMBI® recently began focusing on educating its target about the importance of an effective skin-care regimen, from cleansing to protection from the sun’s damaging rays. CRN’s approach to radio was a perfect fit, introducing ways to engage and influence consumers with sought-after content designed to achieve AMBI’s® marketing objectives.
J3 asked CRN to develop an eight-month, high-impact radio campaign in leading African-American markets to build brand preference and elevate AMBI® to a position of expertise. The campaign engages its target through professional skincare advice, endorsements by popular local female African-American personalities, glamorous contests, and support for AMBI® events.
AMBI Radio Marketing Campaign
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COPY EXCERPT: AMBI Radio Marketing Campaign
Copywriting by Zoë Stetson
Achieve recognition for AMBI® as the expert in African American skincare, resulting in a drive to market. Demonstrate why African American women should use AMBI® to solve their unique skincare problems.
Stations will bring AMBI® style to relevant local events where consumers can interact with the brand, meet and greet their favorite radio personalities, and get their style questions answered by a celebrity stylist.
AMBI® women like getting together with their girlfriends to watch their favorite hit TV shows like VH1’s Single Ladies. •In this contest, AMBI® will give away a Grand Prize trip to Atlanta for the winner and two friends to attend a taping of the show. •The second prize will be a catered Single Ladies viewing party (with an AMBI® theme) at home for ten friends.
