Off Our Needles is a talk show-style YouTube series produced by Craftsy that deals with all things knitting. As the season 3 copywriter, I created marketing and branding content for all 21 episodes. My copy promoted the show on multiple channels including YouTube, Facebook, Pinterest and craftsy.com, and contributed to the 90% rise in views experienced over the season.
Season 3 was launched with a holiday campaign designed to raise brand awareness through the use of social media. For this campaign, I created eleven memes that redirected to a feature gallery.
The feature gallery was populated with useful content from the show and Craftsy blog that we hoped knitters would engage with over the holidays.
Over the course of season 3, I continued to develop and redefine the brand voice through episode descriptions and feature galleries.
Season 3 was ultimately a success, and saw 90% rise and views, and 150% rise in shares compared to the previous season. Purchases also went up 60%, driving revenue up 6%.