Bringing customers back
to the shop.

The Brief

With a decline in in-store visits and purchases, Firestone Complete Auto Care came to us to overhaul their monthly display ads, website, blog, and social media. The goal: get people back through the door — using coupons targeted to users based on their browsing behavior and the weather in their region.

As a writer, the challenge was holding the authentic, hardworking tone Firestone is known for while creating fresh content that connected with different demographics — from truck owners to commuters to first-time car buyers.

What I Did

Wrote headlines and copy for monthly display ad sets, calibrated to weather conditions and user data.

Wrote social media copy for Facebook, Google+, and Twitter; assigned and managed coupon copy based on audience data.

Wrote blog posts tied to seasonal social topics and promotional campaigns.