Role
Copywriter
Client
Costco Wholesale
Focus
Online sales
Deliverables
1-5x posts per day
Background
At Costco Wholesale, we had a small social team of five: a director, manager, designer, social specialist, and a copywriter.
Copywriting and ad management were my primary responsibilities. The Costco brand voice was educational, light-hearted, and family-friendly.
Responsibilities included:
- Managing Costco’s content calendar for the year, which included writing and sourcing a mix of lifestyle posts, ads from the Costco Member Savings Book, holiday promotions, and user-generated content.
- Writing and setting up ads for clients such as P&G, Driscoll’s, Olay, Premier Protein, Maybelline, Neutrogena, and more, which contributed to our $50M+ ad program.
- Interviewing members over the phone and email for posts, which often went viral and were picked up by publications such as PEOPLE.com.
- Crisis communications on social media during the beginning of the COVID-19 pandemic.
- Writing blogs for Costco.com to promote membership and e-commerce programs; more than 2 million unique visitors read the “What is CostcoGrocery?” blog in a 12-month span.
The corporate leadership team was extremely worried about social media; it took 5+ years to convince leadership to implement tracking pixels, and joining any new channel required multiple presentations to the C-suite. Leaders were also concerned about members being deceived or misled about savings. All posts had to be fact-checked with buyers for accuracy and inventory day-of before being published.
Deliverables
- Copywriting, managing buyer reviews, and scheduling ads and organic posts for 1-5x posts per day (mix of dark, organic, and paid)
