BarelyWriting

Every word matters.
Fewer often packs a punch.
Especially when the client requires big ideas to fit in tight character limits.

That’s been my mission at Lenovo for the past two years.

But my role is not just limited to distilling big complex briefs from the EMEA team to develop captivating banners or crafting seasonal ad copies within tight spaces within strict timelines. The content is translated into all other languages for the brand’s EMEA presence. So my task is to write cracking ad copies in the simplest language possible while maintaining Lenovo’s TOV and also ensuring the user can’t help but click on those CTA buttons.

My challenge:
Make every word and space count while ensuring the translator’s workload is a breeze.

My approach:
Mercilessly editing, fluff-proofing, and stripping the copy of anything excess till the messaging is consistent with the brand’s TOV and understandable to a fifth-grader (you’re right, being bilingual helped).

From sleek laptops and powerful monitors to cutting-edge tablets, each innovative product is showcased with minimal but effective copywriting.

Here are some of the banner ads that feature the latest campaigns and top deals

But it isn’t just about desktop viewing…

Recognizing the importance of mobile, I ensure that the banner content is optimized for smaller screens, maintaining effectiveness and engagement across all devices.

Or writing the same ad with different character limits such as these:

Let’s not forget, customising the content for DLP headers and sale masthead ads while making sure every ad copy urges the user to take immediate action.

And some more: