Lauren A Boulton

In 2019, Whirlpool asked our team to launch an innovative new line of smart top load washers and dryers. I dove deep into the specifics to collaborate on an omnichannel marketing plan to raise awareness and drive direct-to-consumer sales conversions. The centerpiece of the project was an interactive landing experience that I wrote and helped concept. Shoppers could see how the products help them skip steps in their daily routine by finding out how many weeks they could go between detergent refills, seeing how features work in the app, watching the new pretreat station in action, and comparing models.

To support this page, I wrote and supervised filming for 10 feature videos, including snippets for channel partners. Because this launch covered every touchpoint, we created in-store point of purchase (POP) materials that guided shoppers through new features and drove to custom QR landing pages. I also developed instructional content to support new product owners through their journey.

Team: Hans Van Eck, Matt Carson, Jim Kreher, Jen Ream, Sheena Pearce, Katherine Davis, Andie Gill, Cara Sandmann, Sabrina Schaub, Katie Milbourne, Meagan Williams

In crafting organic content for Whirlpool, our team’s approach was to provide value for the reader first. We wanted our content to be the most authoritative answer to the most pressing questions that appliance shoppers and owners have. By engaging in content-driven SEO with intentional keyword use, our articles began ranking in Google’s Quick Answers and People Also Ask modules.

Because we were working with a Fortune 500 organization, my content had to stand up to brand marketing, subject matter expert, and legal scrutiny. By the end of my time on the project, I could receive a brief on Monday; review a draft in Figma on Tuesday; build in AEM on Wednesday with all of the image alt text, hover text and metadata included; review internally on Thursday and send to QA on Friday before presenting to the client the following Monday. With each article we created, the designers, developers and writers on the project pushed the format, developing helpful graphics, on-page navigation and shoppable top picks sections. Quality work on a swift turnaround earned our team constant praise and appreciation from our clients.

Team: Hans Van Eck, Matt Carson, Jim Kreher, Andie Gill, Justin Marasigan, Chet Farley, Greg Fruin, Skye Kavanagh, Rebecca Maxey, Jen Ream

It started with a seemingly impossible request—to make a complicated professional installation procedure for a luxury refrigerator feel as simple as LEGO. Oh, and to only use 10 words or less per step. JennAir brand totally reimagined the columns installation process, then turned to Aisle Rocket Studios to teach installers. From observing in-person installation workshops to preparing for online and print publication, designer Dani Kerley and I collaborated on what may be the only installation instruction manual that prominently features the word “badass”. The client liked it so much, this project grew into two installation instruction books and eleven online certified installation courses.

Team: Leah Peat, Erin Curtis, Dani Kerley, Mark Bane

In the “Our Patients Say it Best” series, Lakeland Health celebrates the victories of patients and the health professionals who serve them. Interviewing and writing about Albert, Karl and Michael was inspiring.

In my role as a temporary Communications Coordinator at Kalamazoo Community Foundation, I was responsible for creating, publishing and monitoring social media posts. I also wrote press releases, designed online and print marketing materials, wrote and distributed email newsletters and created financial product landing pages.

Press releases

Kalamazoo Community Foundation approves Impact Investment Loans to local organizations

JennAir brand turned to our team at Aisle Rocket Studios to create a space that not only introduced their reinvented product line, but also captured their Bound by Nothing™ attitude and felt “like walking into a website”. In Chicago’s famed Reid-Murdoch building, the JennX space is the fulfillment of their dream, and I was fortunate enough to have a hand in it.

From concept to completion, fellow copywriter Melissa Redder and I brainstormed demo ideas, developed a story and flow through the space, collaborated on taglines and image concepts, and helped to create a digital presenter’s guide. From invisible UV powder on an irresistibly touchable concave wok to a “defiant” details wall and a versatile digital cooktop configurator, my ideas were instrumental in arriving at the story told within the space. A cross-agency project that involved the talents of multiple teams, the JennX space shows what can happen when collaboration is at the heart of a project.

Fun fact: My concept of a woman’s face, half-covered in gold foil, has become one of the most prominent images in the campaign.

Team: Leah Peat, Erin Curtis, Renee Martin, Melissa Redder, Jessica Sung, Matthew Gould, Dani Kerley, Jay Simmons, Whitney Behnke, Lynzee Krohne, Kayla Weich, Isaac Vander Ark, Nam Pham and many more

As part of JennAir brand’s rebellious Bound by Nothing™ relaunch, our team at Aisle Rocket Studios created a 3D product tour of columns refrigeration. In my role as copywriter and unofficial product expert, I was responsible for writing copy that exceeded high client expectations and collaborating with the designer on a shot list.

Team: Leah Peat, Renee Martin, Jessica Sung, Melissa Redder, Matthew Gould

Benton Harbor’s Renaissance Athletic Club is a local business I’m proud to support. I’ve enjoyed writing copy that fits their empowering brand for ads in a local paper, “did you know?” treadmill screens that promote their services, and promotional materials for an anniversary event. Kudos to designers Hayley Lofthouse and Brittany Parritt for helping me create such lovely work for RAC.

The below video and questions are examples of the work I created while working on Khan Academy's SAT Grammar Content Creation project. In a particularly cool touch, Khan Academy’s founder and CEO, Sal Khan, reads my work in the video. While working with Khan Academy, I helped to establish complex grammar and style guidelines for different question types, found news items to inform and entertain learners, reworked them into one or two sentence problems, created questions of varying difficulty for each category, edited peer work, and worked with Khan Academy and College Board to refine question content. It was the first free online SAT content endorsed by College Board, the test maker.

When I hosted a writer’s meeting at Aisle Rocket Studios, I gave this presentation on giving and receiving feedback.

An example of above-and-beyond thinking. Designer Tracy Keck III and I created this unique Black Friday Whirlpool® brochure for Menards® stores nationwide. I was responsible for the copy. We offered the client an unexpected plus-up: a shopping list where clients could curate their own suite and see their savings.

It’s a difficult question, so I created a little game that will help you decide. See if you need a copywriter for your project.