Copywriting & UX Content Strategy
Elly is an experienced copywriter and creative strategist who’s executed short-form writing in the forms of email newsletters, social copy, in-store signage, and interactive UX formats.
Check out some of her favorite examples below for New Balance, Nike, Kate Spade New York, Cotton,
UGG x Collina Strada, and more.
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.
New Balance loved the end result so much, it requested to run additional in-store signage of the creative at its flagship NYC location, for which Elly wrote additional copy.
3 Style Experts Prove That New Balance Has The Perfect Sneakers For Fall
4.6x higher product click-through rate on article
2.3x higher engagement rate on corresponding Instagram Collection ads
Images: Stephanie Price/Bustle; Designs: Julie Vaccaro & Aoife Clancy/Bustle; Animation: Ling Yang/Bustle
New Balance loved this storytelling so much, that it ran creative as in-store signage in the flagship NYC location.
Design: Allison Gore/NYLON
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.
36% longer engaged time spent on article
24% increase in article scroll depth
NYLON’s Instagram Post achieved a 12x higher click-through rate over benchmark.
Client: UGG x Collina Strada
Sites: NYLON, Bustle, TZR &
Elite Daily
Role: Email & Social Copywriter
To drive awareness and desire for the UGG x Collina Strada collaboration, Elly wrote a series of email newsletters across NYLON, Bustle, Elite Daily, and TZR, as well as a successful NYLON social post, positioning the collection as a must-have for summer style enthusiasts.
12x higher click-through rate on NYLON Instagram Post
3x higher click-to-open rate on NYLON and Bustle emails
2.3x higher click-to-open rate on TZR email
Client: Kate Spade New York
Site: NYLON
Role: Strategist & Copywriter
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
160% higher click-through rate on outro card swipe-up link
Images: NYLON; Designs: Angela Poccia/NYLON
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
Client: Cotton
Site: Bustle
Role: UX Copywriter
Elly crafted all copy and user flow for this interactive flowchart, which recommended denim styles (Classic Denim, Dad Jeans, Two-Tone Denim, or Retro Flared Jeans) to readers based on their responses. Final answers spotlighted the importance of purchasing 90%+ cotton denim and drove to curated shopping pages — providing a seamless shopping experience for readers interested in purchasing their recommended denim. This flowchart both surpassed benchmarks for average time spent and social engagement rate.
Which Denim Style Should You Try Next?
12.5% increase in engaged time spent
189% increase in corresponding social engagement rate
Decision flowchart developed to map out user flow.
Client: McDonald’s
Site: Bustle
Role: UX Copywriter
Elly mapped out the copy and user flow for an interactive flowchart prompting readers to discover what their ice-cream personality is — just in time for National Ice Cream Day. This playful game inspired readers to dive into the dessert offerings at McDonald’s, transformed ice cream orders into playful personality traits reflecting readers’ interests, and even exceeded benchmarks for total page views.
What’s Your Ice Cream Personality?
Design: Claire Joines/Bustle