Yo Mama jokes have been historically used as offensives. For Mother’s Day 2018, we decided to give them a positive spin to underscore how brilliant moms actually are.
We shared these posts on Instagram and Facebook and asked people to come up with their own positive Yo Mama jokes. This led to some interesting conversations about casual sexism. The campaign was especially well-received because it is true in spirit to gender sensitivity and respect, two values that are core to Urban Ladder.
LitMart, an initiative by Bangalore Literature Festival, is India’s first and only pitch platform for aspiring authors. It gives first-time writers pitch their book ideas to the Who’s Who of the publishing world, including commissioning editors, literary agents, and publishers.
To generate interest in LitMart, we created 30-word pitches for bestselling books with the hashtag #PitchesWork. These were put out as promoted posts on social media, resulting in a significant increase in the number of submissions received.
In January 2018, Urban Ladder launched a 360-degree digital campaign to announce the launch of the Fujiwara collection, a premium range of furniture inspired by the shoji screens of Japan. I handled the entire campaign from concept and story to copy across radio, web, email, and social media.
This became one of Urban Ladder’s most successful collection launches; sales picked up in the month following the campaign and the range continues to be a bestseller.
Radio spots typically tend to be loud and fast, with brands trying to fill every millisecond with words and music. We went the opposite route in the spirit of the zen state of mind the Fujiwara range inspires. We wrote a radio ad that makes 30 seconds feel a lot longer (in a serene, refreshing way!).
Prior to the launch, we put out teaser posts on social media in the form of haiku poetry to subtly underscore the Japanese connect. We asked folks to guess what was coming up, resulting in some fun conversations and building anticipation.
Texts From Dog a meme (and later, book) created by October Jones was making waves on the web a few years ago, when I was working for a furniture brand. As a personal writing exercise, I used the format to write a few of my own TFD jokes with furniture and decor as the theme.
All rights for the concept & creatives belong to the original creator of the meme. Only the copy on these is mine: to be treated in the same category as fan fiction. 🙂
When Urban Ladder turned 4, we wanted to let the world know. So we declared it Stay-at-Home Day and helped folks come up with the craziest excuses to stay at home. After all, we hadn’t made homes beautiful for nothing! 😉
I wrote some of the copy for this. You can see the full campaign story here.
Gowri N Kishore 