Blinkbox Movies


To develop and implement a clear, consistent tone of voice across multiple touchpoints of the brand following Blinkbox’s majority purchase by Tesco. To help establish a defining identity and suite of positive attributes that set blinkbox apart from its competitors, LOVEFiLM and Netflix, in a burgeoning market


Working closely with the brand director and founder/chief operating officer, I produced “being blinkbox”, a guide to the brand, and devised a tone of voice and language set that has subsequently been rolled out through all customer touchpoints, from customer care and FAQs, to social media profiles and advertising initiatives. I have also worked extensively on landing pages in collaboration with blinkbox’s UX and marketing teams for multivariate testing, written copy for all partnership marketing initiatives, such as Tesco instore marketing material, and developed the script for blinkbox’s onsite “how to” video.


  • production of the company brand book
  • development of landing pages and other asset pages with IA/UX and marketing teams
  • complete content audit, including: SEO and SERP copy, onsite copy, social media profiles, PPC copy
  • partnership marketing with Tesco
  • copywriting for onsite MPUs
  • root and branch development of all FAQs and customer care/Zendesk copy
  • liaising with ATL agency on copy tone
  • development of CRM programme, including weekly newsletters, welcome programme, service emails, etc