Spencer C. Higgs
Creative Copywriting & Marketing Strategy
Dr. Squatch - Manly natural soap
Video Scripts & Copy Experiments
Role /
Freelance Copywriter
Objective /
Write an original video script for social platforms plus multiple opening hooks to test voice and tone.
Deliverables /
Original video script
Copy test
Agency /
Absurd, irreverent, and absolutely hysterical.
If you’re a guy, dude, man, or bro in America, you know Dr. Squatch for the company’s all-natural soaps and the kind of thumb-stopping video ads you seek out on YouTube when you need a belly laugh.
Dr. Squatch content has earned millions of views across social and search platforms, driving high volumes of traffic.
To help illuminate what kind of messaging all that traffic responds to best, I was contracted by the media agency ProperBrand to write an original video script with multiple opening hooks. Using data from the ad copy test, Dr. Squatch could hone future messaging across their brand and media channels.
Objective: Write one a full-length video ad with 5-7 substitutable opening hooks to measure audience engagement to specific messaging, voice, and tone.
Themes to focus on: ball hygiene, sex appeal, authentically manly
Opener 1 + Full Video
Openers 2 - 7
Client feedback
Results, campaign strategy, and placement for this campaign are not disclosable, but feedback from the client was extremely positive.
We are visual creatures, and video is arguably the most effective media for audience engagement. Creating scroll-stopping content starts with copy that embodies your brand and turns ads into entertainment. Add in SMM and copywriting best practices and you won't just get great content, you'll get clicks.