Client Work (Agency): Bric's Milano

Rebecca Foxx
Sep 21
6 min read

Updated: Sep 23

Content Management, Marketing Projects, & Brand Copywriting by Rebecca Bogdon (f. Foxx)

Website Content & Copy - BRIC'S Milano

BRIC'S Milano - "About Us" Story:

Italy, 1952: Tranquil Lake Como meets the sloping landsides of Northern Italy.

—Where the resting water ends, a symphony of mountainside turquoise is dotted with homes and staccatos of opportunity, and vibrant hues do dance, but the land is peaceful. Painted into the sweeping landscapes, a man named Mario Briccola handcrafts travel bags and leather goods with meticulous care. One morning, in the dawn’s breeze, his passion for quality and detail took flight: he founded a brand, and named it “BRIC’S Milano.” And it would live.

It would live through decades that defined generations, achieving key brand mile-markers, statuses, and audiences along the way. (An evolutionary timeline is inserted here.)

Now decade eight. BRIC’S Milano stands tall as a global luxury luggage brand, yet through the times, steadfast in its commitment to heritage and the founding principles that live on today.

Currently run by Mario Briccola’s children and grandchildren, BRIC’S still continues its legacy, seamlessly blending tradition with modernity for today and tomorrow — with roots in exceptional quality, attention to detail, and the essence of Italian beauty and craftsmanship it was founded upon over seventy years ago.

BRIC’S Milano went from the beauty of Lake Como to the beauty of embodying Italian style for the world on the global stage. The name now synonymous with excellence in design and the finest of Italian craftsmanship, BRIC’S Milano has now evolved beyond being just a brand name: it’s a lifestyle choice — a travel companion and statement — and a declaration of sophistication, discernment, and enduring timelessness — that lives.

Marketing Emails - Auto-Responder Flows & Campaigns - BRIC'S Milano

BRIC'S Emails: Auto-Responder Flows

4 Series: "Welcome", "Abandoned Cart", "Thank You", and "Marketing"

Produced all e-mail elements. All individual sends of all cohesive flows:

Three "Welcome" subscription series sends
One "About BRIC'S Milano" send (triggered penultimate Welcome)
Two "Abandoned Cart" series sends
Two "Thank You" post-order series sends
Two "[Marketing]*" series sends

*Note: Their Abandoned Cart sends did not offer any discount codes or incentives to return, yet was the top performer, yielding higher overall-sustained revenue than its sister "Welcome" series of twice the sends (which all contained discount codes).

BRIC'S Emails: Campaign Creation With Examples

As the content manager and Senior Copywriter, Rebecca was solely responsible for all idea generation, data research, creative theming, and even her own image-finding, ensuring conversion-driving emails drove results from all processes: concepting through final proofing.

Email Campaign Example 1:

Concept: Priced-to-Move Product. Product Name: Bellagio 21" Spinner with Pocket. This inventory-move send drew sales of $1,621 on its first night, where the overall revenue was: $2,960.50; Open Rate: 28.7%; Click Rate: 4.0%].

Email headlines, copy:

A Bellagio in the Spotlight: The Pocketed Spinner Delights

An Opportunity You Won't Want to Miss

A fusion of fashion and function, the iconic Bellagio Spinner features a convenient front pocket for quick access to your essentials, including a tech sleeve with a USB port that has your fully-charged needs in the bag. Keep a dry eye with the rain-blocking cover protecting your devices, while the TSA lock gives you peace of mind.

On amply-swiveling, ball-bearing-engineered 360° wheels, this cabin-sized Spinner glides with grace and ease—ensuring each one of your journeys is traveled with finesse.

Travel rest-assured that your belongings are safe from water damage thanks to Bellagio's double-slide, rubberized zipper—zip open and be greeted by an elegantly lined, double-compartment interior offering you perfect organization.

Finished with BRIC'S finest leather and distinctive detailing, make more than just an arrival—make a statement of timeless style and classic sophistication.

CTA: SHOP BELLAGIO 21" SPINNER

Email Campaign Example 2 - Theme: "Packing is Half the Fun"

Subject Line: Packing is Half the Fun 💖What's This?

Preview Text: A Stray Packing Label Floats to the Ground.

Body headline, subheadline, & copy:

With the Luxury of BRIC'S Milano,

Moments Prepping Your Essentials are an Indulgent Affair

"READ WHEN PACKING."

It's the magic only BRIC'S can bring. The soft touch of our meticulously crafted luggage at your fingertips ignites a sense of wonder.

You stand in your room – but the promise of adventure, it's in the air: you can sense it. It surrounds you. And you find that your journey has begun...

Packing. The high-performance, double-sliding, water-repellant zippers of your Bellagio zzzzzip open in whispers – tales of your destinations yet to be explored.

Made in Italy, our LIFE Cargo Bags boast authentic detail and real-leather callouts, but it's softened, by the iconic suede-effect construction – you savour packing to the soft touch, into perfect organization.

---------------------------

Yes – Packing is half the fun! At BRIC'S, it's also an art, where functionality meets elegance. Our luggage and travel essentials are not just carriers of your precious belongings; they are companions on your journey that exude sophistication and style at each turn.

CTA: SHOP BRIC'S PACKABLES

For more tips on what to pack, check out this week's new blog, "10 Things to Bring With You on Any Trip".

CTA: READ BLOG

Campaign Example 3 - Theme: Inventory Move

Product: Expandable Spinners in B|Y Ulisse

Subject Line: For You: An Unprecedented Value on Premium B|Y Spinners

Preview Text: No Heat Needed-Expands to Meet Summer Needs

Headlines, copy:

Expand Your Horizons with Summer-Perfect Styles on the Rise

Pre-Season Special: B|Y ULISSE Expandable Spinners

Urban-metro elegance that makes a statement. With style and function for now and tomorrow, the B|Y whispers love stories of the cityscape, blending contemporary design with superior functionality in a sleek, sophisticated design.

Expansive Style. Hard-shell, polypropylene body is durable yet lightweight - with a glossy bas-relief front-and-back design inspired by a knack for the paths and intersections of the metropolis. The expandable zipper allows for a 4-cm deeper dive into your travel options.

Signed & Sealed: While you unlock these exclusive savings, your luggage won't thanks to its integrated TSA combination lock and, with its strong yet flexible build and zipper, you'll make no compromises, including in the security and protection of your belongings.

Innovative Interior: Discover within fully lined, double compartments with both zip and mesh pockets, a laundry bag, and more.

A Rolling Victory: Its four double-wheels are recessed for efficient space, and give you effortless journeys with their free 360° movement—quietly, with their pristine rubber coating with BRIC'S logo finish.

Let passion strike and take off with your travel and style needs exceeded. Whether the treat you deserve or the perfect gift for someone deserving, get chic-modern function and fashion by rolling with B|Y, keeping cool in BRIC'S pre-summer spotlight.

CTA: SHOP B|Y EVENT

Campaign Example 4 - Theme: Product Feature: A Customer "Hunt" for the My Safari Expandable Spinner ("My Safari" is the collection's name. This is a customer-engagement product highlight blending storytelling and UX/UI writing.)

Creative Brief (Bogdon): Brief Title: "The Hunt for the Expandable Spinner by My Safari" - A customer-interactive featuring moving language & rolling suitcases.

With sheen, luxe alligator textures, a designer name, and high-end features, we make for something worth seeking. --> A hunt is presented to the reader with options to pick what they want; ex. Carry-on, check-ins, cabin-sizes. Shop Now > Immediate Buy options via Shopify Product Panel and/or CTAs of the top-shopped variants in the past 60 days / limit 6. Pls check mobile layout...

Target Objectives: User Engagement, increased CTR; Brand-building content, and Conversions/Sales.

Subject Line: 🐊 Unleash Your Wild Side: Safari Style is at BRIC'S

Preview Text: The Expandable Spinner...Where Did it Go?

Headlines, copy:

Take a Walk on the Style Side

with the Expandable Spinner by My Safari

Embrace adventure and elegance with BRIC'S Milano's exclusive: a Spinner with extra space & sophistication to satisfy your safari sprit. With an irresistibly luxe alligator embossed print, Tuscan Cognac leather accents, and unique designer details, this sleek piece is fashioned for those who seek a sparkle of excitement in each journey.

Carry-on, Check-in, & Cabin-sizes alike are crafted from ultra-durable, easy-to-clean PVC material and feature a large outer-front zip pocket perfect for quick access to your essentials.

Safari with seamless mobility using your telescopic 3-stage handle; and glide wildly wherever you please upon the 4 double-wheels that provide effortless 360° movement.

Your Confidence is in My Safari Quality. With a 5-Year Warranty, this crafty Spinner expands to peace of mind: it's a guaranteed investment into a premium-quality product that's designed to last.

Experience the blend of wild-designer elegance and practical functionality, now on the prowl in our Expandable Spinners...

...most recently spotted in our My Safari collection.

SAFARI FOR SPINNERS

*This is engagement verbiage, not a CTA. Insert "Hunt" UX:

Gone missing (pre-open) to completion (gleefully shopped)

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