"Letter of Apology"
Promo for "Extra Long Wiener"
Role: Copywriting & Design
I'll admit, I love corporate apologies. The schadenfreude of watching a big company try to say "I'm sorry" for a gaffe or scandal is irresistible. To promote the launch of HEADLINE's “Extra Long Wiener” tee, I wrote a tongue-in-cheek apology to our fans for the design's crude name. We ran this letter across our email and social campaigns.
I like the juxtaposition of tone and content. The big piece of letterhead. The serifed font. The solemn intro. It feels like we're winding up to something... serious. Then the tension is released at the end of the first paragraph. The rest is an increasingly ridiculous "mea culpa."
The Results
I'm a big believer in creating marketing that people actually want to consume. The response we got on this campaign — both through social and email — is validation of that.
Customers appreciate quality content. They like being entertained, not just sold-to. And the more you show up for them, the more they trust you.
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