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Repositioning Insta360
Content strategy and copywriting across seven product launches, repositioning Insta360 from VR to action.
Content strategy and copywriting across seven product launches, repositioning Insta360 from VR to action.
I joined Insta360 as their sole dedicated copywriter, responsible for all written output across the business including blog, email, web copy, ad creative, social, and press. Over three years I helped reposition the brand from a VR-focused technology firm to a mainstream action camera company, building an identity that deliberately set Insta360 apart from GoPro and DJI.
While I helped launch a ton of products at Insta360, one such example is illustrated below. Launching Insta360 GO 2.
The launch opened with a teaser campaign that ran for several weeks before the reveal. Content seeded the idea of something small and revolutionary without showing the product, building search interest and social conversation ahead of launch day. We captured emails and followed up with marketing comms to build hype.
I was instrumental in the ideation, production and execution of all Insta360 launch videos. This one marked a pivotal moment in action cam history, launching the smallest action cam ever made. The piece ran across YouTube, social, and paid media. Scripts were written to show what the camera made possible before getting into the technical detail.
Product pages carried the campaign's visual and copy language through to the point of purchase. Copy was structured to address the main objections before the user raised them — size, quality, price — then close toward the call to action.
Supporting content spanned email sequences for both launches, Google and social ads, YouTube long forms and a ton more not recorded here. Each asset was written to its format and placement, with messaging adapted as each campaign moved through its phases.
