Using key consumer insights from marketing science, I led the initiative to shift the tone of product descriptions for Nike Women’s Training on nike.com. My goals were to better connect with women at the point of purchase and align with greater brand direction in place.

I set up my narrative strategy with a problem statement and built the opportunity to solve it with the support of e-commerce partners and brand creative leaders. With clear learnings from copy testing insights, I developed an approach to elevate product copy standards to create distinction and find connection with women consumers. I articulated and documented the approach in the form of tonal pillars, supported by style tips to guide the writing.

See an application of the tone of voice strategy in the PDP copy below.