Writing Samples
Client: TikTok
Background: Copywriting and case study development as part of my work with TikTok. The case studies feature advertising success stories of TikTok for Business enterprise clients, with a focus on storytelling around campaign performance and seo considerations . Click through each case study for the full read.
One Liners + Headlines
Creating sizzling demand for KFC’s “Best Chicken Sandwich Ever” with notable TikTok creators. / KFC + TikTok
The campaign was more than a flash in the fryer. / KFC + TikToK
Big volume, big length, big lift — wet n wild turned up the volume on its first-ever TikTok campaign by launching with an official beat, "Big Poppa Heart Stoppa.” / wetnwild big poppa + TikTok
Giving makeup advertising a glow up. / Sephora + TikTok
Lighting up purchases for the holidays. / Sephora + TikTok
Driving awareness and engagement by the handful. / Goldfish #GoForTheHandful + TikTok
“Amanda wrote many brand case studies that are featured on the TikTok For Business website. She’s a strong writer and is great at adapting her work to fit B2B writing voice and tone. I was also impressed by her writing wit and consistent ability to turn phrases!”
Client: BOA Fit System
Background: Brand positioning and product copywriting as part of my work with BOA Fit System. The BOA Fit System is a revolutionary and award-winning, patented system integrated on market-leading brand partner products, making the world’s best gear even better. BOA Fit System is featured on products across various industries including run, cycling, snowboarding, golf, workwear, ski, hike and mountaineering, hunt & fish, court, medical, and more. The example below is a snow retailer guide I wrote as part of my work for them.
Client: Seventh Generation
Background: Product copy and taglines as part of my work with Seventh Generation. The project focused on a full rewrite of Amazon product copy and creating Amazon A+ Content with the goal of establishing a consistent brand voice that better tells their story and playfully educates consumers while remaining compliant with claims and legal counsel (and EPA, USDA compliant, where relevant). When it comes to plant-derived and better-for-you products, it's important to educate customers that they work just as good or better – this was top of mind throughout the storytelling efforts. Amazon is one of their largest retailers and developing search-friendly copy that triggers consumer action was a top priority.
One Liners / Taglines / Product blurbs
Baby Care:
For every life-changing milestone, you deserve baby care you can trust. (Seventh Generation Baby Care)
You're making moves, kid. (Seventh Generation Training Pants)
Bath time is for smiles and giggles, baby. (Seventh Generation Baby Creamy Body Wash)
We want to keep you soft and snuggly, baby. (Seventh Generation Baby Moisture Lotion)
Caring for a little human is a magical undertaking, and we've developed an entire line of baby skin care products to bring peace of mind to your journey. (Seventh Generation Baby Care)
Dish Detergent
Dishes should be odorless and clean after you wash them, right? We think so, too. (Seventh Generation Free & Clear Auto Dish Gel)
Dirty pots, pans, and a sink full of dishes? Don't worry, we won't tell. (Seventh Generation Auto Dish Detergent)
These packs are scented with 100% essential oils and botanical extracts – because real lemon smells good just the way it is. (Seventh Generation Auto Dish Packs)
Laundry
Clothes should feel cuddle and clean against your skin – and be good to it, too. (Seventh Generation Free & Clear Laundry Detergent)
Powerfully clean, and wonderfully scented – just the way Mother Nature intended. (Seventh Generation Laundry Detergent)
You won't find any fragrances around here. Our Free & Clear and Fragrance Free laundry products are hypoallergenic and dermatologist tested to be gentle on sensitive skin. (Seventh Generation Free & Clear Laundry)
We believe peace of mind is a key ingredient to a clean, healthy home. That's why we design our laundry products with safety in mind and are proud to offer the first powdered laundry pack to be EPA Safer Choice Certified. (Seventh Generation Laundry/EPA Safer Choice Certified)
Feminine Care
There should be no question marks when it comes to your period. (Seventh Generation Feminine Care)
On average a woman will use 16,000 tampons or pads over the course of a lifetime. You read that right – that’s 16,000 intimate encounters with your most sensitive area, so knowing what’s inside those products is a big deal. (Seventh Generation Feminine Care)
Product Copy Sample – Baby Foaming Wash & Shampoo
Bath time is for smiles and giggles, baby. Our tear-free shampoo and baby soap gently cleanses baby’s delicate skin from their teeny tiny toes to their precious little heads. Seventh Generation Coconut Care™ Foaming Shampoo and Wash is made with pure coconut oil and is pediatrician tested and clinically proven gentle on baby’s skin. Our formula is a USDA Certified Biobased Product 96% and is made with plant-based ingredients. Gently scented, safe* and effective, all without the use of sulfates, parabens, phthalates, or formaldehyde donors. Gluten free, too. Splish, splash, baby.
Product Copy Sample – Free & Clear Tampons
There should be no question marks when it comes to your period. Seventh Generation Free & Clear Tampons with Applicator give you the leak-free protection you need without added fragrances, so your most sensitive skin isn’t exposed to unnecessary chemicals. Our tampons are made with soft and absorbent Certified Organic Cotton and are processed 100% totally chlorine free (hydrogen peroxide). By not bleaching or processing our tampons with chemicals containing chlorine we help prevent harmful toxins from entering waterways. These fragrance-free Organic Cotton Tampons are gynecologist tested, hypoallergenic and made for sensitive skin. And they’re free of synthetic rayon and deodorants, too.
On average a woman will use 16,000 tampons or pads over the course of a lifetime. You read that right – that’s 16,000 intimate encounters with your most sensitive area, so knowing what’s inside those products is a big deal. For over ten years, we’ve been making comfortable and reliable Free & Clear feminine care products and voluntarily disclosing the ingredients we use to make them. The thing is, federal law does not require us to do so, but we think they should. That’s why we’re advocating for mandatory ingredient disclosure in feminine care products with the hopes that someday the entire industry will follow our lead. Until then, we’ll be fighting for your right to know while offering a full line of pantyliners, pads, and tampons designed for your peace of mind and protection –period.
Product Copy Sample – Baby Diapers
You deserve a fresh, clean start, baby. Seventh Generation Free & Clear Newborn Diapers are made for baby’s sensitive skin and contain 0% chlorine bleaching, lotions, or fragrances. Our baby diapers feature an ultra-absorbent core made from sustainably sourced materials that keeps baby’s skin protected and dry. The soft quilted liner is made with unbleached cotton designed to be extra gentle on new baby’s skin. But it’s not just baby that we’re protecting –we’re looking out for our planet, too. Our FSC® certified diapers (FSC® C115270) are made with sustainably sourced materials that help protect forest habitats and the animals that depend on them.
Caring for a little human is a magical undertaking, and we’ve developed an entire line of baby diapers, wipes, and baby care products to bring peace of mind to your journey. Our full collection Free & Clear diapers, training pants, and overnights are designed to grow with your family. For every life-changing milestone, you deserve baby care you can trust.
“Amanda worked with us to develop product copy for numerous Seventh Generation categories over the course of a year. Amanda was a great team member, working seamlessly with our brand, claims/legal and eCommerce teams. She was quick to learn (and evolve) the brand voice, product benefits and compliance requirements to craft compelling product copy, and regularly jumped in to help write headlines or ad copy.”
Client: Urban Decay
Background: Product copy and positioning for new color palette press releases. Goal was to introduce the new eyeshadow palettes in a playful way, with each of the color names being worked into the copy in a madlibs-like approach.
PRESS RELEASE: NAKED MINI EYESHADOW PALETTES: NAKED YOUR WAY
MINI BUT MIGHTY
We love to play favorites, can you blame us? Inspired by alltime customer faves: Sin, Foxy, and Half Baked Eyeshadows, we’re launching three new Naked Mini Eyeshadow Palettes. These velvety, blendable iconic shades have been transformed into all-new crushworthy textures—buttery, whipped mattes, hi-shine, crease-free shimmers, and stay-put reflective glitters. 100% vegan and cruelty-free formulas keep the party going with endless looks and 12-hour wear in a collectible luxe mini pack each featuring 3D printed collage-style artwork of the palette name. So whether you like it soft or strong, shimmery or matte, the Naked Mini Palettes are made to match your mood.
SINFUL AND SULTRY
We’re poppin’ bottles, baddie. The all-new SIN NAKED MINI EYESHADOW PALETTE features six forbidden, blush-toned neutrals. Don’t get it Twisted, these buttery smooth shadows feature bubbly satins and shimmers, with a hit of glitter. We’ll support your Bad Habit, but TBH if you’re looking to play it cool, you won’t be Unlucky, the mini also serves up straight-faced mattes that are far from Boring. So pop, fizz, clink babe, it’s time to get wild – don’t worry, your sins are safe with us.
TOO GLAM TO GIVE A DAMN
Feelin’ foxy? The all-new FOXY NAKED MINI EYESHADOW PALETTE includes six funked up, olive-toned neutrals. The results are in, and they’re extra-- this over-the-top mini glam palette is designed for you to shapeshift into countless looks. A mini palette that gives you maximum payoff, Foxy is a sexy mix of shimmers and mattes. Pop on a little Disco, hit the town and Get Down, Hot Stuff.
WAKE AND BAKE
Light it up with the all-new HALF BAKED NAKED MINI EYESHADOW PALETTE. You’ll be lookin’ fire with this laid-back mini featuring six blazed, bronze-toned neutrals. Get Half Baked in golden bronzer shimmer or smoke it up with Edible, a deep brown matte. Layer ‘em up for a sweltering look or use alone as your favorite one-hitter. No matter how you’re Rollin’, this mini is up for whatevs.
URBAN DECAY NAKED MINI EYESHADOW PALETTES (SRP $33) are available at Sephora, Ulta Beauty, and select Macy’s stores. Online at sephora.com, ulta.com, macys.com, amazon and urbandecay.com.
PRESS RELEASE: NAKED MINI EYESHADOW PALETTE: Naked Wild West Rides Again
MOST-WANTED EYESHADOWS
Strike gold with the wild west’s most-wanted desert-inspired neutrals. The all-new Naked Wild West Mini Eyeshadow Palette is a snakeskin patterned case featuring six of our favorite creamy, blendable 12HR vegan formula shades straight from the full-sized palette. Easy to stash in your bag, this adorable mini comes packed with the perfect mix of mattes and shimmers, so you’ll be ready to lasso every look. Your wild western desert dreams are calling.
DESERT-INSPIRED NEUTRALS + WILD WESTERN VIBES
Each ultra-blendable shade in the Naked Wild West Mini palette stands alone as a trailblazing icon, from cool-toned sand to burnt sienna. Bud (a soft turquoise shimmer) will have you musing of a lush oasis while Cowboy Rick (a warm silver creamy metallic) and Rustler (a deep bronze metallic) create a mirage of outlandish western adventures. If you’re more of a straight shooter, matte shades like Standoff (a soft beige matte), Spur (a pale peach matte), and Whiskey (a rich brown matte) deliver allnatural desert warmth. It’s time to saddle up and get out west, cowboy. You’re wanted.
Naked Wild West Mini Eyeshadow Palette (SRP $27) is available exclusively online at urbandecay.com and Amazon.
Client: Timberland
Background: An excerpt from a product-focused content piece for Timberland to promote a limited release product. Content stories and tone/voice were assigned.
Blog Post Sample / Limited Release: Autumn Leaf Collection
With fall’s signature warm tones and cool, crisp air, there is no better time to get outside and indulge in the adventures ahead. And if you’re anything like us, this time of the year has our minds wandering towards a fresh take on the modern trail.
Our limited-release collections are exactly that – fresh interpretations of our most iconic feats. First to drop this season is the Autumn Leaf Collection. Featuring a weather-ready waterproof design outfitted in warm, vibrant hues, Autumn Leaf delivers a bold take on our classic 6” boot.
The refreshing unpredictability of fall is what inspired the Autumn Leaf Collection – both in weather and adventure. The durable rubber lug outsole delivers dependable traction and durability, and the rustproof hardware and icy translucent sole give a nod to the cooler months ahead. Read more.
Additional Branded Content for Timberland
Meet Our Markmaker: Jessica Szhor & Inspiration for Effortlessly Cool Style (Supporting content for Instyle Advertorial)
Meet our Markmaker: Photographer Gary Williams and Artist Michael Kagan (Supporting content for GQ Advertorial)
Meet our Markmaker: Shoefiti Designer Renee Snelson (Supporting content for Marie Claire Advertorial)
Moments on the Modern Trail: Philadelphia (Event recap and city guide as part partnership with Brooklyn Brewery Mash Tour)
Timberland Field Boot: One Boot, Five Minds (Influencer feature to support the launch of their Field Boot)
Client: One Percent for the Planet
Background: Program positioning and web copy for One Percent for the Planet's Food Impact Initiative. The purpose of this copy was to position the initiative and encourage campaign pledges.
Copy Sample
Know your source.
As children, we learn not to take candy from strangers. But every day we eat food from people and places we don’t know, made with ingredients we can’t pronounce. Join us in our commitment to increasing transparency around what we put into our bodies by knowing the processes, ingredients, and environmental impact of the products we consume.
Changing the way food gets produced, distributed, and consumed may seem like a tall order. But the truth is, you can make a difference as one person. Your individual choices about what you buy and put on your plate create the demand for businesses to create a more responsible product.
Pledge to know your source.
Most food travels 1500 miles before landing on your plate. Cut your food’s commute by eating fresh produce grown by farmers in your community. When shopping at the grocery store, make informed purchases and buy sustainable food from brands that clearly label their ingredients and source. Demand for GMOs to be labeled loud and proud. More history, less mystery.
“Amanda is a quick learn, a clear writer and a calm presence. She gets brand voice and how to simplify complex concepts into clear language. And so flexible, probably more than is reasonable, but she rolls with it and delivers service and great content throughout the life of a job, and then some. Amanda is a great asset to any team and/or project.”
Personal Work: The Huffington Post
Background: An excerpt from a story published to start a dialogue around sibling loss. The story 7 Life-Changing Lessons I Never Expected to Learn When My Brother Died was featured on the homepage of huffingtonpost.com and generated 16K likes and 2.6K shares to date. Another version of the story was featured in print titled "The Empty Chair," published in the national magazine of The Compassionate Friends – the only magazine in the US for parents, siblings, and grandparents grieving the untimely loss of a child or young adult.
Be vulnerable and live your truth. We need each other.
In a time where we are carefully curating our life one filter at a time, it's easy to forgo our authentic self for the one we think the world wants to see. But it's our true self who can make a real connection and impact others. That's the stuff that matters.
Being vulnerable is scary, sure. But want to know what's scarier? Sacrificing our story for the doubters and critics. We are our experiences, and every piece of us was born from something that happened to us along the way. Tucking away the gifts we have to share in exchange for a false self is no way to live. The best relationships I've developed were cultivated in openness, sharing the good, the bad and the ugly. This vulnerability makes us human and reminds us that we are not alone in our journey. We all have a story to share. Read more.
Client: The Town of Waterbury, Vermont
Background: The town of Waterbury was looking for help with existing (Facebook) and new (Instagram) digital footprints, with a focus on supporting tourism member-businesses like local restaurants and breweries. Work included social media strategy, sourcing user-generated content and developing supporting copy, creating owned content and supporting copy, and more.
Content Development Samples
Client: Unreal Candy
Background: Turn-key content created and delivered, ready to implement by client. Work included creative concepts, photography, food styling, positioning, and caption copywriting.
Client: Little Wicomico Oyster Company
Background: Social media content development for a small family owned oyster farm in the Chesapeake doing big business. The company shifted to expand beyond its large wholesale business to also focus on a new direct-to-consumer offering. Work included creative concepts, photography, food styling, and caption copywriting.
Want more?
Learn more about my background and approach here.
