1. MP0652 / Writing Promotional Copy Ÿ Portfolio October 2015
MYRUNWAYSHOES.com
MyRunwayShoes (MRS) is a Singapore-based online blogshop
( myrunwayshoes.com ) founded in 2014, targeted primarily at women
between 25 to 45 years of age. MRS carries a range of shoes in all sizes,
featuring original designs made in genuine leather that are suitable for
ages between 18 to 55 years old. Pertaining to our valued customers
who come from different cultural backgrounds, non-leather choices are
also available upon request.
The duo, Clarissa and Newell (author), manage different aspects of this
business, with the former being in-charge of mainly accounts, design
collection, inventory and logistics; while the latter is responsible for
advertising, branding, copywriting, photo-editing, alongside administering
marketing efforts for three of MRS’ social media accounts, including
Facebook, Instagram and Pinterest.
LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 1
“With shoes you can
wear, not shoes that
wear you out!”
MRS Slogan

2. MP0652 / Writing Promotional Copy Ÿ Portfolio October 2015
Communicating the brand to
its customers can be
accomplished through various
means. The most accessible
platform to consumers would
be the Internet, where use of
online advertisement would
allow MRS to extend its reach
to the furthest.
The application of MRS’ online
marketing efforts through the
use of social media has led to
a stark increase in site visits,
particularly in the Southeast
Asian region .
1
Through the integration of the
online and mobile shopping
channels, MRS can
significantly improve the
consumer’s shopping
experience when customer
expectations are met.
This is achieved by the online visibility of cross-channel inventory and prompt response to online
queries. Personalised services for online shoppers have proven to be of great significance as it
lowers the margin of error in terms of communication between both parties, at the convenience
of the consumer. MRS upholds the highest quality of after-sales service as it recognises the
value of trust in its brand a customer needs to possess in order for them to be making
purchases off a virtual platform.
Through his experience, the
author notes the importance
of maintaining balance
between creative and
effective messaging which
will be further elaborated in
the following passages.
As per the results reflected though the blogshop’s page views, and Facebook’s “Page Insights”.1
LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 2
“But for the love of shoes, don’t feel
awkward in them. MRS returns
confidence back to you.
Choose #styleNcomfort.”
— MRS SLOGAN

3. MP0652 / Writing Promotional Copy Ÿ Portfolio October 2015
LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 3
Choice of pastel colours to set
an undertone similar to that of
a child-like fantasy for the
advertisement. Other visual
elements included stem from
what is typically correlated to
fictitious worlds portrayed in
fairytales — namely, clouds,
flowers and the brand logo
encased in heart-shaped
icons. This advertisement
concept was chosen primarily
to suit the design concept of
the featured bestselling
product; however, the
advertisement was also
targeted at creating a
celebratory mood for the
consumer in conjunction with
“the golden jubilee” event
raised in the captions. This is
well-aligned to how fairytales
are ‘expected’ to have positive
endings and that the positive
feelings associated to it would
gel with the consumer’s
emotional response to the
visual stimulation the
advertisement provides.
Choice of warm colours
and tungsten lighting to
set a chic undertone for
the advertisement. Other
elements involved; namely
the fashion magazine and
the red nail polish further
contribute to creating a
sense of fashion-
forwardness through the
symbolic value of a
fashion magazine and red
nail polish (beauty,
seduction). The pose
taken by the subject also
serves as an intangible
form of affirmation to the
advertisement’s ‘shout-
out’ – to deliver both
comfort and a display of
style to the consumer that
eventually leads to
them feeling
confident.
Hints of crimson against a
monochromatic backdrop
of white and black conjures
a highbrow mood for the
advertisement. The design
concept applied makes use
of solely stilettos to form
the outline of a “budding
rose” is aligned to the
‘classic feel’ the
advertisement hopes to
recreate. The clean-cut,
professional-looking design
of the featured product is
further augmented by the
application of such a style;
thereby giving voice to the
brand’s shout-out –
confidence through
comfort and
style.

4. MP0652 / Writing Promotional Copy Ÿ Portfolio October 2015
LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 4
Weekly articles featuring new products
boasting both fashion-forwardness and
comfort is the brand's approach to
maintaining an interactive approach in its
marketing efforts. Consumers can respond to
the relevant posts made via the respective
social media channels where they came into
contact with the information presented.
Prompt responses contribute to the
impression that the one-stop platform for
making purchases, reflecting consumer needs
and the exchange of information is active and
‘alive’ round-the-clock.

5. MP0652 / Writing Promotional Copy Ÿ Portfolio October 2015
LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 5
Riding on the wave of the "Great Singapore Sale" (GSS) held in conjunction with “SG 50"
this year, red and white being Singapore's national colours would serve as the top choice for
this promotional advertisement. Red being both capable of capturing the attention of the
audience first-handily, that and it also draws consumers to correlate the large scale national
events in Singapore with the potential of picking off reasonable deals in the course of it.
Emphasis on the benefits present for consumers is also highlighted through a difference in
font size: "10% off". The noticeably larger font size draws the attention of the consumer 's
line of sight to it first prior to other information available on the advertisement, thus setting
the premise for more 'air-time' with its audience. In turn, that leads to effective conveyance
of the information. The website address was included as well to serve as a call-to-action.

6. MP0652 / Writing Promotional Copy Ÿ Portfolio October 2015
LOO Jian Wei, Newell northumbria: 14044277 kaplan: CT0232995 6
“Shine what you wear, right with this pair!”
MRS Slogan
Conclusions
1. BE IN AUDIENCES’ SHOES
When creating a visual advertisement
or writing promotional copy, it is
fundamental to describe the product’s
experience, not its utility. With many
choices available in the market, a
business must decisively secure the
right product experience and sell it.
Hence, the copy of the advertisement
must not waste words, but should
convey the message with substance
and impact.
2. KEEP IT SIMPLE
It is important to communicate ideas
that can be grasped immediately, or
write copy that is clearly
understandable. Shorter words and
sentences make it easy to read and
remember. If a visual or text is too
ambiguous to the viewer, their
attention would be lost. It would also
not demonstrate an easy use of the
product.
3. EVOKE ‘LIVENESS’ IN PRESENCE
It must sell, if not remind. It is
necessary to personify the brand as a
likeable character; a person the target
audience can relate to whom they
would befriend. Additionally, audience
participation through ‘hash-tagging’,
commenting, prompt responses also
work adds toward a personal touch.