For this blog I wanted to create content that was within the engage section of RACE; customers have already bought from the brand and the aim is to build long term loyalty and create awareness. I wanted to create a platform allowing customers to share their ideas with the brand and an entertaining post relating to the brands market. 

As identified by Becker (2019) to grab the reader’s attention blogs should be entraining, try to tell a story and, with the use of facts and figures within the first paragraph, hook the reader from the start. I have attempted to use this in my work keeping within the company’s branding which Even-Cook (2018) describes as confident, bold and bright. I have stuck within the brand’s guidelines to convey a message on their terms and using their tone of voice and design. I have chosen the colours they use within my design, creating a header using the brand’s colours and the logos are bright blue throughout. 

Target audience 

This blog is aimed at 25- to 30-year-olds with the objective of increasing new subscribers and increasing engagement on social media.  These are Independent adults who have the income to spend on more luxury toilet paper. They are within the age range to understand the ‘pop’ references used within the blog and effectively use the social media interaction this blog requires and which will help achieve its objective. 

As identified by Lesit (2021) SEO is important as it helps brands rank well on search engines and understand what topics customers care about. To help build SEO optimisation within my blog I have included key words such as eco-friendly and recyclable. I have also included links to other relevant pages on the website such as other blog posts by the company and a key link at the end allowing customers to shop products seen within the blog. 

Throughout the blog there are calls-to-action, such as the brand’s handle. Barry (2020) underlines the importance of these handles as they allow you to “tag” a brand socially. This is particularly important to help achieve the objective of increasing interaction on social media. The main call-to-action comes at the end of the post with the blog calling on customers to share the content and invite their friends and family to like the post on social media. It is also inviting consumers visiting the website to connect with the brand by signing up to receive promotional emails or newsletters. This will also increase the number of new subscribers and generate new leads. 

Within the copywriting formulae identified by Handley and Wiley (2017) my blog follows the PAS formation, it identifies the Problem; having too much toilet paper - Agitate; explaining why this is a problem - and then Solves it by offering a solution of what to do with your left-over toilet paper.  

As blogs are classified as owned media, which Bailey (2014) refers to as any channel or profile that is owned, controlled and maintained by the brand, I have kept within the brand’s guidelines and tone of voice. Reiter (2020) describes their marketing as quirky, light-hearted and one-of-a-kind. I have kept this in mind within my copy, creating an entertaining blog which is written in the same first-person narrative the brand uses.  

Barry, P. (2016) The advertising concept book: think now, design later : a complete guide to creative ideas, strategies and campaigns : with over 500 illustrations. 3rd edn, London: Thames & Hudson

Becker, B. (2019) ‘How to Write an Introduction: A Simplified Guide’ Hubspot. 7 November 2019. 6:00am. Available at: 

https://blog.hubspot.com/marketing/how-to-write-introduction-quick-tip-ht [Accessed: 9 February 2021]

Evan-Cook, P. (2018) Marvellous Marketing Spotter’s Guide: Who Gives A Crap. Available at: https://marketingarchitect.co.uk/marvellous-marketing-spotters-guide/marvellous-marketing-spotters-guide-who-gives-a-crap/ [Assessed: 26 January 2021]

Handley, A. and Wiley, J. (2017). Everybody writes: your go-to guide to creating ridiculously good content. New Delhi: Wiley India Pvt. Ltd 

Lesit, R. (2021) ‘How to Do Keyword Research for SEO: A Beginner's Guide’. Hubspot. 20 January 2021. 2:30pm. Available at: https://blog.hubspot.com/marketing/how-to-do-keyword-research-ht [Accessed: 12 February 2021]

Reiter, N. (2020) Brand inspo: Email marketing by Who Gives A Crap. The Efficiency Hub. Available at:https://www.efficiencyhub.com.au/brand-inspiration-email-marketing-who-gives-a-crap/ [Accessed: 16 February 2021] 

Image 1: Who Gives a Crap (2020) 3 ways to reuse your wrappers. Available at: https://au.whogivesacrap.org/pages/naughty-and-nice-crafting [Assessed: 15 February 2021] 

Image 2: Freepik (2021) paper stars photos. Available at: https://www.freepik.com/photos/paper-stars[Assessed: 16 February 2021]

Image 3: Who Gives a Crap (2020a) The A-Z Edition. Available at: https://uk.whogivesacrap.org/products/the-a-z-edition [Assessed: 16 February 2021]

Image 4: Who Gives a Crap (2020b) The A-Z Edition. Available at: https://uk.whogivesacrap.org/products/the-a-z-edition [Assessed: 16 February 2021]

Image 5: Who Gives a Crap (2020c) The A-Z Edition. Available at: https://uk.whogivesacrap.org/products/the-a-z-edition [Assessed: 16 February 2021]

Image 6: Who Gives a Crap (2020d) The A-Z Edition. Available at: https://uk.whogivesacrap.org/products/the-a-z-edition [Assessed: 17 February 2021]

Image 7: Rosa Bloom (2019) Just @du1cie living her best life … [Instagram] Available at: https://www.instagram.com/thisisrosabloom/  [Assessed: 28 January 2021]

Image 8: Shutterstock (2021) toilet paper mummy images. Available at:https://www.shutterstock.com/search/toilet+paper+mummy [Assessed: 16 February 2021]