The challenge

We were given the brief of writing two posts about sustainable chalk - one with a focus on climbing, and another one on using chalk in the gym. The final brief was for a post about sustainable denim.

The content had to be well-researched and factually-correct. The copy had to be in line with 3RD ROCK’s playful brand voice without diluting the important message about sustainability. Lastly, the posts had to be fun and engaging to read for 3RD ROCK’s climbing connoisseurs and fitness fanatics.

A tablet mock up showing a blog post written for 3RD ROCK about climbing chalk and sustainability by Figure Eight Creative.

What we did

For both topics, we gathered lots of research data, looking into the history of denim and chalk, rounding up data about the impact of denim production today, as well as analysing academic articles about the impact of chalk use on rock. And much more.

The next step was to look at what customers were saying about these topics, from customer reviews about 3RD ROCK’s denim to online forums about why and how people use chalk.

We also delved deep into 3RD ROCK’s brand voice, analysing existing copy to pick out patterns and understand vocabulary choices, the rhythm of their copy, as well as how they balance humour with urgency when it comes to sustainability.

We brought all these elements together for each blog post. Finally, the posts were optimised for SEO, with relevant use of keywords, and images suggestions were provided, as well as alt texts, meta titles and meta descriptions.

The results

The posts not only helped to drive more traffic to 3RD ROCK’s website, they also helped to reinforce the brand’s positioning as a sustainable brand, while staying true to their playful outlook.

What’s more, the content was repurposed and used in the brand’s social media posts and email newsletters.
Here’s what one reader said:

Reader feedback from our blog posts written for 3rd Rock. The image says: Love this blog post! It's true that in every aspect of our lives, being mindful is key. We have to realise there is an impact as a result of everything we do and use.
  • “Jane asks all the right questions”

    Jane was great to work with. She's a brilliant copywriter. She takes a wholesome approach, she's not just a wordsmith, she asks all the right questions: What's the purpose of the content, the goals and ideas behind it and makes the whole process very professional. Highly recommend and will work with Jane again in the future.

    Guy Mor
    Founder & CEO, 3RD ROCK