CASE STUDY: Kelly Hoppen

Celebrity interior designer Kelly Hoppen approached FHC to write blog posts for her Masterclass website. She needed a writer with interior design copywriting experience who could impart design concepts and techniques to students on the course, and authentically replicate the client's iconic voice and design approach.


How did we help?

FHC's founder, Sue, has a background in interior design, so she was the lead on this project.

1. Build the package

Sue arranged a call with Kelly's marketing contact to establish the requirement, budget, target audience, work approach and blog posting frequency. The client opted for a blog writing package that included content planning.

2. Delivery

Sue identified monthly blog topics and then book a monthly telephone interview with Kelly to discuss her interior design approach and case studies for each topic.

Our writers then drafted the articles and passed them on to our senior editors for refinement before issuing to Kelly for review and sign-off. Kelly's in-house team handled the publication side of things.

3. Results

The blog posts formed part of an online Masterclass course, so the measure of success was derived from feedback from the course participants, which was high!

Kelly also decided to:

  • Use the material as a training resource for her own design team, helping them to understand her style and the aspects of design that were fundamental to her brand.
  • Issue the blogs to media agencies to use as the foundation of magazine articles.
  • Use quotes from the blog post as social media snippets with links through to the blog posts, driving traffic to the Masterclass website.

Read sample: The 4 Elements of Good Design

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