Microcopy:
humanising privacy legislation
Examples of fun microcopy introduced into branding, giving some humanity to the very dry topic of data protection.
The challenges
Functionality You Will Love
01
GDPR-fatigue
Privacy legislation was a subject that many professionals were both weary of and wary of in the post-GDPR landscape: we needed a way to break through and create an emotional connection with our prospects to show them we understood their world.
02
Low brand recognition
Despite being a technological leader in the privacy software space, with recognition from Gartner and other consultancies, the brand had low recognition amongst its target audience.
03
Demonstrating expertise
The brand needed ways to demonstrate the depth of its expertise without infodumping on prospects.
The solution?
I utilised all available opportunities (alongside other, more serious content strategies like this whitepaper) to demonstrate the brand's human-centric approach to its customer base.
Cookie bags
Actual cookies given away at events with custom labels promoting original research on the original topic of cookie management technology (see whitepaper here).
They were thrust into people’s hands with little or no pre-amble, illustrating the point of forced cookies for website visitors to IT and legal stakeholders.
Pens
This pen barrel joke drew attention to the topical and controversial idea of implied consent in a post-GDPR world. It gained a lot of laughs from privacy professionals.
Mugs
Mugs with checkboxes, used for visitors and sent out as direct mail freebies to select businesses.
They worked really efficiently for explaining the importance of our business’ mission, by putting privacy and preferences into terms that could quickly be understood.
Tote bags
One of several designs, these were much-coveted at events attended by the brand, opening up conversations for the sales team.
