Case 04 · Product marketing · Campaign copywriting
What else can a campaign say besides “X% OFF”?
Black Friday, Builder Week, Customer Week and Customer Month, tech events. Each date calls for its own argument, across several pages at once and on a tight deadline. I wrote the campaigns for Locaweb’s website, from the top banner to the plan cards.
The challenge
Seasonal campaigns have little time and a lot of surface. The same date affects prices, perks and conditions across several products, and the copy has to ship fast without turning into just “X% OFF”. Each campaign also needs an argument different from the last one, so it doesn’t feel repetitive to existing customers.
Reasoning
One angle per date
Before the discount, I define what the date means for the buyer. The discount reinforces that argument.
| Campaign | Angle | Published copy (translated) |
|---|---|---|
| Black Friday | The perk right in the first line | Buy now and get a free domain for 2 years on Plans I and II. |
| Builder Week | Get the project live, fast | Create your professional page with AI in just a few minutes |
| Customer Week | Relationship and partnership | Enjoy Customer Week at Locaweb! |
| Customer Month | From project to business | Up to 72% OFF to turn your projects into online businesses. |
| Customer Month · Cloud | A discount on the very first invoice | Get R$ 100 off your first invoice and start out paying less. |
| Tech events | Credit to try it out | Get R$ 300 in credit to scale your operation with AI |
The campaign in layers
Each layer of the page has a role: the top banner announces the date, the hero carries the argument, the plan card shows the offer and the tooltip explains the rule. That way, the offer appears throughout the journey without repeating the same sentence.
A fixed base with swappable campaigns
Because the pages follow the same structure (case 02), a campaign only swaps what belongs to the date. That makes it possible to go live and come down quickly, across several products at once.
Campaigns that went live
Scroll inside each screen to see the full page. The Cloud credit campaigns are in case 05.
Results
Campaigns live on seven fronts of the website at the same time, built on the same content structure as case 02.
Learnings
Speed in campaigns comes from two things: a clear argument for each date and a page structure that doesn’t need to be reinvented. The argument changes with each date, but the brand voice stays the same.