Storytelling Strategy: Julep Maven

ashley-laabs-julep-storytelling-project-makeup-wide

CHALLENGE

 

As part of the coursework for the University of Washington’s Storytelling and Content Strategy Certificate, groups were asked to identify a business opportunity for storytelling. My group chose to focus on Seattle-based cosmetic brand Julep, and identified a lack of narrative around their Maven beauty box.

SOLUTION

 

My group imagined a Maven homepage where visitors would receive basic information about the subscription service and get their first look at the Maven community. In our final presentation, we shared the vision for content, style and how our plan would contribute to business goals.

RESULTS

 

I reached out to the team at Julep to get their feedback about our presentation. As it turned out, their team was actively working on many of the content issues we raised. Our final presentation, which included insights from our meeting at Julep, was well received by the class.