There’s a whole lot of story behind the founding of Juju Supply Co., so it was a challenge to boil down to a mission statement and quick copy sound bytes to beckon a new breed of jewelry shopper. I’m truly honored to have been a part of it!
To create any social media buzz, the language had to be engaging—fun to say and ripe with innuendo—totally begging for repetition. By personifying the products as “Study Buddies” and playing with the innuendo of “Hooking-Up,” I made the campaign copy flirtatious and kept it tethered to workplace/studying conventions. Plus, college radio could talk about heading down to the Hook-Up Truck!