ORLY
Social Media. Ads. Eblasts. Web Copy.
Goal:
Make ORLY the fun nail polish brand with youthful, tongue-in-cheek messaging. Get customers to choose ORLY over other nail brands by demonstrating it's the trendier choice.
SOCIAL MEDIA
Keeping ORLY in the conversation by keeping it conversational
Copy: "It doesn’t take a detective to discover Plot Twist is anything but elementary. 🕵️♀️📚🍂
This fall, kick your inner sleuth into high gear and capture these shades before they give you the slip. 🔎"
ADS
Thumb-stopping verbiage
Copy: "Moonstruck. The love bug. Head over heels. You know it when you see it, and it looks like the Hopeless Romantic Collection.
Introducing ORLY’s 𝗦𝗽𝗿𝗶𝗻𝗴 ’𝟮𝟯 polish collection, six shades that’ll have you sighing and twirling your hair like it’s the very first time love bloomed. Believe in romance again with shades Oh Darling, Meet Cute, Check Yes Or No, Opposites Attract, Serendipity, and Written In The Stars.
For a limited time buy any 3 lacquers and get our best-selling basecoat Bonder FREE! No code needed."
EBLASTS
Halting that "straight-to-trash" impulse
Copy: "Something sweet is coming...
Hint: candy manis are about to pop off."
WEB COPY
Descriptive without losing ORLY's fun edge
Copy: "You think you’ve seen every pastel, but Are You Sherbet? This smooth pastel orange creme melts hearts like sherbet on a hot summer’s day, so layer on for a shade you’re sure to be sweet on."
