Pop up shop for products that look good and do good

What was needed?

This Because is an online shop championing products that look good and do good: products with high design values that support social and environmental projects. This Because works with brands who care about the impact they are making and use their platform to curate products and tell the stories behind them, making it easier for everyone to shop more thoughtfully.

Positive impact is at the core of This Because and the stories behind the products are a big part of that. At the end of 2016, This Because added many new brands to their website in preparation for a Christmas pop up shop. The brand’s stories needed to be told across a wide range of products, to sell them to customers, but also communicate the purpose and the resulting impact that a purchase on the This Because website or in the high street shop, would have.

What did we do?

Ella writes new stories across all categories (clothing, accessories, home ware, food & drink and kids) as new brands come on board.

This Because wants to change the way people shop by making ethical shopping a less alternative alternative and so copy is written in a way that shows off the products’ positive impact without seeming preachy or overly worthy. Instead, we write compelling copy that highlights high design values, talented product designers and makers, and the reasons why the consumer will love the product.

Ella worked with founder, Zoë to define a consistent structure for the stories and ensures the This Because tone is present across all partners, without removing the personality of the brands that we work with.

In the run up to Christmas 2016, Ella worked with Zoë to translate the online messaging into the real world, creating shorter stories for printed postcards to give away in the shop with every purchase, as well as social media content that promotes the shop and the partnering brands.  

What were the results?

Ella added 33 new product stories to the This Because online shop and the Christmas pop up shop saw over 3300 gifts purchased by 1300 customers in its 4 week period.

‘I feel so lucky to have met and be working with Ella. She has proved herself as such a valuable asset to This Because. She is a great comms thinker and brilliant writer. She got the This Because tone down so clearly and improved it. She is upbeat, organised, thorough and an all round do-er.’ Zoe Quirk, Founder, This Because

Ella is now working with This Because to make a plan for an even bigger and better 2017.

Client: This Because