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Philo
This Week on Philo...
Role
Senior Copywriter
Editor
Talent
Content Types
Brand
TV Spot
Script Writing
Acquisition
Our Head of Social needed some new content for Instagram Reels, so we created a fun concept to give a weekly rundown on all the upcoming must-see TV. Each week, my writing team and I work together to create a theme that encompasses all of the content titles. We rotate writing the weekly scripts, and I record and edit them. These three videos were the funniest and highest-performing reels so far.
Rebrand Sizzle Reel
Role
Creative Director
Senior Copywriter
Content Types
Brand
Video
Script Writing
Storyboards
Philo's got a new look and feel! To celebrate our rebrand, I partnered with the design team to create a sizzle reel highlighting all the fun elements of Philo's refreshed brand identity. I wanted to create something high-energy, joyful, and playful—using clips from shows and movies that cultivated an inviting party vibe—welcoming the viewer into Philo's world of top-notch entertainment.
To get the most out of this creative, the copy and visuals speak to the benefits of watching Philo and the value props so that other departments within the organization could use this fun reel for prospective B2B partnerships.
Philming Philons
Role
Creative Director
Senior Copywriter
Talent
Content Types
Brand
TV Spot
Script Writing
Acquisition
The concept for this spot focused on the idea that Philons (our charming nickname for our employees) are obsessed with TV, not just building it! So, I thought it would be a clever idea to peel back the curtain and introduce customers to the cast of characters that are building their streaming service by having them do their best attempt at reciting iconic TV/movie lines.
My team and I created a series of evergreen compilations, single-character spots, and some fun holiday content for this brand campaign. I spent a lot of time sourcing the reciting lines and matching them with the talent to capture the funniest reads. I also wrote all the scripts, directed on-screen and voiceover talent, and oversaw the post-production process.
Shortly after the first batch of videos launched, Philo underwent a rebrand. We decided to repurpose all the extra footage we had lying around and showcase our new brand visuals by creating some fun compilation videos. I'm so proud of the work we did for these videos and my colleagues for volunteering and being great sports.
Ditch Cable Brand Spots
Role
Senior Copywriter
Content Types
Brand
TV Spot
Script Writing
Acquisition
Philo is always looking to acquire new customers and show that we offer a better streaming experience and value than some of our competitors. Leveraging our value props, I created two fun video concepts for YouTube, leaning into the idea that folks should end their lousy relationship with cable and switch to Philo for a more accessible, seamless experience.
Boss Moves with Rasheeda
Role
Creative Strategist
Consulting Producer
Senior Copywriter
Content Types
Original Programming
Organic Social
Acquisition
Brand Activation
Boss Moves was Philo's introduction into the original content space. We worked with Rapper and Reality TV personality Rasheeda Frost to create a show that followed her daily life as a wife, business owner, and all-around boss chick.
I packed my bags and headed to Atlanta to work closely with the talent, producers, and network reps as a consultant. I also had the opportunity to lend my creative chops to the project by preparing interview questions, writing guest packages, directing brand promo shoots, and capturing behind-the-scenes content for our planned social media rollout.
The show ran for two seasons and was promoted with a full-scale, multichannel marketing campaign featuring TV and radio spots, press mailers, and paid and organic social.
I also worked with our head of social media to plan a premiere party/activation in Atlanta that included an early screening of the show, live performances, and a star-studded guest list. The party was even featured in an episode of Love & Hip Hop Atlanta.
This campaign was very successful. Philo gained over 11,000 new free trial signups, 7,000 subscribers, and more than 140,000 hours watched of the series. Our premiere party content earned roughly 21 million impressions, and our organic social channels saw a 10% increase in follower growth. The series also went viral after rapper Nelly confirmed in his interview with Rasheeda that he and the singer Ashanti rekindled their relationship.
You can watch seasons one and two of Boss Moves with Rasheeda here.
Reality Clip-Based Spots
Role
Creative Director
Senior Copywriter
Content Types
Brand
TV Spot
Script Writing
Acquisition
Reality is one of the most watched genres on Philo. Many of the shows we carry get a lot of engagement from our core audience. Philo's acquisition team wanted to use this insight to help increase subscriber growth with a clip-based YouTube campaign. I created two fun, creative concepts and wrote scripts for these paid placements. I also provided creative direction for the visuals and worked with the designers to source the final clips and music for these spots.
Holiday TV Spot
Role
Creative Director
Senior Copywriter
Content Types
Brand
TV Spot
Script Writing
Retention
Philo's slate of holiday programming abounds just before the holiday season, and our subscribers look forward to it! Every year, we roll out curated collections on the homepage to make it easier for folks to find all the best holiday content and help increase user engagement. So, I created an in-product TV spot to promote the collection, wrote the script, selected the featured clips, and chose the music.
For an extra dash of holiday cheer, I created concepts and wrote quippy tag lines for short vignettes to feature on the platform between ad breaks. My team and I also built the sets and worked with a small production team to film these little surprise and delight moments.
Error Messages
Role
Senior Copywriter
Content Types
User Experience
Product
Content Strategy
Philo's error messages were, to be blunt, not helpful. The simplistic, initial designs barely had any copy and a random error code that meant absolutely nothing to our users. This resulted in an influx of calls to our support center, where reps had to define the error code for the user and help them troubleshoot.
I collaborated with our Video Player team, a Product Manager, and a Designer to improve the functionality and overall user-friendliness of our in-app error messages and help to reduce the number of support tickets for our customer service team.
The new design included copy that defined the specific playback error and troubleshooting steps the user could take to resolve the issue independently before contacting support for further assistance.
Original Designs
New Designs
Onboarding Email Series
Role
Creative Director
Senior Copywriter
Content Types
Email
Lifecycle
Content Strategy
I teamed up with my design partner to create an onboarding email system for new subscribers. The goal was to build a system that would decrease subscriber churn by educating users about the product, key features, and breadth of content.
I created a content plan for three emails, leveraging our internal data to determine which topics to feature in each email. In addition to working on the high-level strategy and concepts, I wrote all the copy and QA'd each email.
Cancellation Survey
Role
Creative Director
Senior Copywriter
Content Types
User Experience
User Interface
Content Strategy
I was looking for insights into why some of Philo's users canceled their subscriptions to develop a win-back strategy for lapsed and deactivated subscribers. I created a short, optional survey on the confirmation page of the cancellation flow with in the accounts page. The goal was to create minimal friction for the user while trying to get some information about their pain points and reasons for canceling.
I used market research, competitor analysis, and social listening to help me come up with a relevant list of reasons to cancel. Once the user deactivated their subscription, they'd be prompted to complete the survey. Some of the responses required a little more information, so we added other elements to the page, such as radio buttons, check boxes, and dialog boxes.
Overall, this survey was successful in helping us better understand some of our customers' needs. From the survey, we learned that 33% of respondents canceled because of affordability. This presented an opportunity to develop a strategy for creating a way for potential and churned subscribers to enjoy the Philo experience in front of the paywall, leveraging our catalog of free, ad-supported channels.
We also learned that some customers couldn't watch Philo because their preferred device wasn't supported. This highlighted the need to expand our offering by creating a version of our app for additional TV platforms like Vizio, LG, and Samsung.
Another subset of respondents felt that Philo's content offering needed more options. After selecting this answer, the user also had the option to include titles, networks, or genres that they'd like to see more of. These insights have benefited our business development team as they continue to source new content opportunities for the platform.
Copywriting Style Guide
Role
Senior Copywriter
Content Types
Brand Strategy
Voice & Tone
When I started at Philo, our brand book only included guidelines for our visual identity—a cohesive brand voice and tone had yet to be developed. I didn't have many resources at my disposal, like qualitative or quantitative research, to help guide me. So, I had to use alternative solutions to develop my understanding of Philo's brand and audience.
I did some social listening on Reddit, deep-dived into the comment sections of our organic social channels, interviewed company leaders, and shadowed folks on our customer support team to get a sense of who our core customers were and how best to engage with them. I also studied brand books and style guides from top companies and brands I admired, which helped me develop a strategy for Philo's Copy Style Guide.
I poured months of research into this project and made numerous revisions to get it across the finish line. I'm proud that I was able to create something that's useful to many of teams across the organization and serves as a north star for how we connect with our customers.
You can read an excerpt of the Brand Book here.
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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