WEB COPY / EMAILS / SOCIAL / BANNERS
BT Refer A Friend CRM
A CRM project that demanded a mix of conceptual, copywriting, and UX writing skills. Well, it certainly worked as I helped increase referrals by over 400%.
Problem
We needed to get more people referring friends to BT Broadband. Even though the two friends could get £50 each, not many were. The process was too complicated and there was no idea which made this stand out from other referral schemes.
Insight
'Friend' can mean anyone now. The average person has 155 friends but consider only 5 as real friends. The rest are mostly casual acquaintances.
Idea
The Refer Just About Anyone You Know Scheme. Show the countless kinds of friends you can refer by inserting this into the name. e.g....
My role
- Created the overarching idea
- Wrote 50+ iterations of friend descriptions for various demographics
- Rewrote the Refer scheme steps and simplified the copy on the BT website web portals
- Wrote 4 x emails to the Referer and the Referred Friend at different stages
- Created animated web banners
- Created Instagram social posts
- Expanded the idea to other media like Bus T-sides
Results
The campaign increased referrals by 387%. Not bad.
BT Landing Page:
What I did
I created a header image that shows the ideas by cycling through many types of friends to refer. →
I wrote this portal copy, empahizing how easy the process is (not the grey legal. I wasn't allowed to touch that, even though it's a wordy mess!) →
I wrote the How it Works step by step instructions. Headings, numbers, icons, and short informal language made the process seem simpler. →
Banners
Banner ads cycling through the many types of friends were placed online. → Banner ads cycling through the many types of friends were placed online. →
Sponsored IG Posts
Emails
I wrote 4 x emails to the Referer and the Referred Friend at different stages.
This is the first one, sent out to BT's database of customers, trying to get them involved in the scheme.
Emails
Mobile iteration of the email that alterts the Referred person that their prize has arrived.
Bus T-sides
I also created location-specific ads, like these bus sides.
Samaritans 'Unravelling'
A mental health campaign for people who felt they were coming apart at the seams.
Kit Kat | Rich Bin Men
How did these fellas get filthy rich? They found all the Kit Kash wrappers you've been chucking away...
National Centre for Domestic Violence "Scenes of Violence"
A press campaign that took a different strategy to tackling domestic violence.
Verizon 5G Sustainability white paper
Can the G in 5G ever stand for green? I explore in this white paper.
National Centre for Domestic Violence "Excuses"
The hard-hitting reality of where women get those bruises.
The Face of Blindness
How I created a website for Standard Chartered's sponsored mountain climb that ultimately helped 3000 blind people see again.
Ericsson Smart Ports eBook
B2B eBook about the technologies that are creating the smart and sustainable ports of the future.
Ericsson Smart Mining eBook
B2B long copy eBook on the technolgies that will shape the mines of the future.
How to make your automation and AI process smoother | Sabio blog
A thought leadership blog I (ghost)wrote for tech company Sabio on the best approach to AI and automation.
Give your automation and AI some people power | Sabio blog
A thought leadership blog I (ghost)wrote for tech company Sabio on creating better collaboration on AI-powered automation projects.
