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OpenTable
Dish It!
Role
Brand Copywriter
Creative Director
Content Types
Video
Landing Pages
Paid Social
Organic Social
Email
Dish It! was OpenTable's first YouTube series, born from a co-branded campaign with Bravo's Top Chef. This partnership aimed to promote the dozens of cutting-edge, trendy, and reputable Top Chef Alumni restaurants available within OpenTable's global network.
I developed an interview framework for a documentary-style series spotlighting five former contestants. I dug deep into their unique backgrounds and focused on celebrating the nuances of their love for the culinary arts. I collaborated with my creative partners to determine the promotion strategy for the series. I put together wireframes and content outlines for all of the web pages. I also wrote all the copy for the landing pages, the email, paid social ads, and organic social posts.
Watch every episode of Dish It! here.
Eater Young Guns Summit
OpenTable Activation
Role
Brand Copywriter
Brand Ambassador
Content Types
Activation
Brand Collateral
Organic Social
As a push to increase visibility amongst younger demographics, OpenTable co-sponsored Eater's first-ever Young Guns Summit in Brooklyn, NY. The event featured tons of great food and wine prepared by the honorees, an indoor marketplace, and star-studded panels.
OpenTable's activation was a lounge space for the honorees and guests to unwind. I wrote all the copy for the brand collateral and social posts promoting the event—I even named the lounge! On the day of the event, I helped the team set up and played brand ambassador for the day, promoting the OpenTable app and handing out free swag.
Brand Collateral
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Event Photos
Mobile App Landing Page
Role
Brand Copywriter
Content Types
Landing Page
Acquisition
The OpenTable mobile app landing page was functional at best. The original design only included the company logo, a generic "download our app" tagline, and mobile app icons. Over 65% of OpenTable users booked reservations through our desktop or mobile website, and this project aimed to increase app downloads and usage.
For the new iteration of this page, I teamed up with my design partner to create something that was both visually striking and informed users about the benefits of booking reservations with the mobile app. I wrote concise and simple feature-focused copy to make the page digestible and easy to read. We also incorporated UI from the app and lifestyle photography to get users in the dining mindset.
Find the Right Restaurant for Everything
Role
Brand Copywriter
Content Types
Brand
Paid Social
Acquisition
OpenTable's evergreen content for paid social needed a refresh. I proposed that we put a fresh spin on the "Find the right restaurant for anything" ads, using lifestyle photography and UI elements from the app. These ads targeted diners in specific metros, so the copy, the neighborhoods, and the restaurant options had to be authentic and unique to each location.
Not Your Typical Mother's Day
Role
Brand Copywriter
Content Types
Landing Page
Organic Social
Script Writing
Video
The COVID-19 pandemic hit the restaurant industry hard, causing many businesses to shutter permanently or pivot their business models. The Mother's Day campaign was created to support OpenTable's struggling restaurant partners by inspiring diners to celebrate the occasion at home with takeout or delivery.
I wanted to ensure that the messaging didn't harp on the looming pandemic or encourage diners to do anything that defied existing CDC guidelines. I wrote copy for the landing page, social assets, and the video script that focused on cultivating a memorable, joyful, and safe Mother's Day dining experience at home.
Landing Page
Organic Social
Diner Emails
Role
Brand Copywriter
Content Types
Brand
Lifecycle
Email
OpenTable's weekly diner emails were designed to give our customers the latest restaurant recommendations and reminders to book a reservation for all of life's special moments. The email templates we used were very rigid and left little room for copy, which made for a fun challenge when trying to keep the messaging fun, clever, and informational.
Editorial Blogs
Role
Brand Copywriter
Content Types
Blog
Editorial Articles
OpenTable's blog needed a more editorial approach to help increase engagement, brand awareness, and blog traffic. I wrote tons of articles for the OpenTable Blog, but here are a few that I’m most proud of:
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In honor of Earth Day, I wrote an article about restaurants that maintained their eco-friendly practices amidst a global pandemic and a changing industry. I interviewed a local restaurateur and added a few sustainability tips to help diners decrease their carbon footprint while dining out.
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After OpenTable debuted in the food delivery space, I wrote a series of blog posts on recreating the restaurant experience at home. I researched fun drink pairings with different types of takeout, offered table setting tips, and gave advice on achieving that vibey restaurant ambiance at home.
Direct Mailers
Role
Brand Copywriter
Content Types
Print Media
Acquisition
OpenTable wanted to increase app downloads and encourage customers to book reservations in the app. The plan was to target diners in OpenTable’s most popular markets with a direct mailer. I crafted messaging for a direct mailer that promoted a limited-time offer and encouraged prospective diners to explore the area’s best restaurants.
Let's Work Together!
Drop me a line. Tell me a little about yourself, your business, and your upcoming projects. I look forward to connecting with you.
email: kmc.content@gmail.com
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