Copywriting & UX Content Strategy
Elly Ayres is an experienced copywriter who effectively communicates key messaging through persuasive and engaging copy. Elly excels at capturing the essence of a brand or product, weaving together storytelling elements that captivate readers and inspire action.
Check out some of Elly’s favorite copywriting examples below for New Balance, Nike, Kate Spade New York, and Macy’s.
Client: New Balance
Site: Bustle
Role: Strategist &
UX Copywriter
Elly positioned New Balance as a major fashion player in the fall 2023 style scene — driving new awareness and consideration amongst Genzennials. In BDG’s first-ever custom-shot installment of its “Choose Your Own Adventure” tech, Elly wrote copy and created the user flow journey for readers — prompting them to choose their style personality, outfit, and end location — all while positioning New Balance’s priority sneaker styles as total essentials in anyone’s wardrobe.
3 Style Experts Prove That New Balance Has The Perfect Sneakers For Fall
Client: Nike
Site: NYLON
Role: Strategist &
UX Copywriter
Elly helped Nike reach NYLON’s trend-savvy Gen Z audience by positioning the retailer as an innovator in the fashion space — one that champions self-expression through all kinds of personal style. In an article featuring first-to-market “Choose Your Own Adventure” technology, Elly wrote all copy and determined the user flow journey that allowed readers to build their own unique fashion adventures using Nike’s priority products.
Discover Where Your Winter Style Takes You In This Fashion Adventure
Decision flowchart developed to map out user flow.
Client: Kate Spade New York
Site: NYLON
Role: Copywriter & Editor
NYLON and Kate Spade New York celebrated New York Fashion Week with the best party of the season, NYLON Nights: Fashion Edition. The event garnered 432M+ Total Reach and more than 1,000 guests in attendance, including fashion personalities Vienna Skye, Tiff Baira, and Chelsea Henriquez — each dressed in looks from Kate Spade New York’s new spring line, of course. Elly wrote copy for a custom-designed Instagram Story positioning Kate Spade New York as the buzzy brand of choice for style-setting tastemakers in the Gen Z and Millennial spaces.
3 Trends Spotted At The NYLON Nights Fashion Week Party
Client: Macy’s
Site: Bustle
Role: Strategist &
UX Copywriter
Elly wrote and edited copy for The Holiday Hotel, a gamified virtual destination that helped Macy’s stand out from competitors as a truly innovative style authority. Inspired by a whimsical winter resort that could only exist in a virtual reality, this interactive experience immersed 19.6K unique visitors in an unforgettable holiday fantasy. Brimming with editor-approved fashion and beauty tips, entertaining ideas, gifting inspo, and more, The Holiday Hotel positioned Macy’s as a forward-thinking style authority that Gen Z and Millennials could turn to during the holidays.
(Macy’s) The Holiday Hotel. Image: BDG
