Helping a Buzzworthy Brand Blossom
As one of Thrasio’s best selling brands, my work with KATCHY — the indoor bug trap — began as an incredible opportunity to dig into piles of available data and customer sentiment to elevate creative and optimize conversion. More recently, the launch of an outdoor product was a fantastic opportunity to get back to basics, revive the brand’s fun tone of voice, and write everything from packaging and product pages to video, ads, and more.
The work:
Comprehensive voice, tone, and visual updates to the Katchy Brand Book
Brand-wide visual refreshes for eCommerce listing copy
Strategic creative updates to eCommerce copy and storefronts (Amazon)
Evergreen assets for multi-channel use
Product launch assets for Katchy Plug-In (packaging) & Katchy Outdoor (packaging, pdp, storefront, ads)
The impact:
From finding new audiences (like doting plant-parents) to communicating real-life benefits quickly and memorably, killing the buzz with Katchy has been a multi-year effort, with thousands of keystrokes and hours of research. I’m proud to have helped the brand improve conversion rates and consistently perform at the top of its category. I won’t lie, I’m also glad it helped me get a bug pun or two off my chest.
One of the greatest benefits of KATCHY Outdoor is the simple fact you don't have to listen to bugs sizzling (or pick then up off the patio floor).
Showing how KATCHY makes life better was a core aspect of helping customers (like Plant Parents) envision KATCHY in their lives.
Listing Photos are the heart of eCommerce. For KATCHY, telling a story that started with a simple, scientific reason to believe was crucial
In 2021, KATCHY launched its most advanced product: the Duo. With it, the brand voice and tone also saw an update to be more direct and confident (with a dash of much needed humor). But the “original” products were still earning rave reviews. For a brand selling thousands upon thousands of units, it was a fantastic excuse to elevate the rest of the product line. From sponsored brand video (left) to product detail pages and storefronts, we brought new benefits, positioning, and flare to every part of the funnel to improve CTR, boost conversions, and kill more bugs. Fast forward to 2024, and the brand is expanding its reach outdoors. The chance to support the launch with copy for packaging, video, and product detail pages was one I wasn’t about to pass up.
