Senior Copywriter: Frank Lipari Copywriters: James Mccaffery, Rowena Harris, Cecelia Young
Yelp's highest performing social campaign. The brief: Create shorts to raise awareness for the Request A Quote feature. Eye-catching in a feed and keep it simple, stupid. Oh, hey. And TechCrunch gave it a mention.
The Yelp for Restaurants team spent a long time researching what their audience needed, consolidating their offerings, and preparing for a rebrand. The challenge ahead? Restaurateurs think of Yelp as only selling ads, plus the team wanted to build trust.
From 2015, I co-wrote Yelp’s first ever in house style guide and brand guidelines. I’ve co-owned and developed each iteration since, as well as Yelp’s UX writing guidelines and design principles.
I love radio. But in the post-irony-tried-to-make-it-sound-like-the-90s-world, you can’t just pull out a “Now you’ve got a friend in the diamond business!” line from nowhere. So, here’s how you might do it instead.
