MAKE THE KIND OF CONNECTIONS THAT COUNT.
DRIVING BRAND ENGAGEMENT.
TESCO.COM
The most brand powerful social isn’t from the brand, but from their customers.
We targeted customers who were buying cat food and gave them an own-brand freebie in their delivery,
Now everyone loves posting about their pet.
So we added a bit of fun to the pack that would get them showing off their kitties on social - and sharing the brand love.
AND traffic to your website.
This quiz for Visit Scotland ran on social.
I researched each island to find its main USP. Then designed the questions to reveal personality types. Clever coders created a matrix which meant the island you were matched to really would be your ideal getaway. Way more considered than just a isn’t-this-random-island-great answer.
It got players commenting on Facebook. Declaring their need to go to ‘their’ island.
Apart from one who was miffed they didn’t get Skye.
As NatWest’s Group’s Verbal lead, my remit was to develop a new tone of voice for their brands. Making them sound more human not only helped them connect with people, it gave them greater standout.
SAYING IT DIFFERENTLY FROM YOUR COMPETITORS.
The basic rule in social is ads with visuals work better. But if you say the right things in the right way, copy-only posts can be really powerful.
This ‘Wanted’ ad was a quick turn around job. Top engagement - so successful that META gave us the same ad space again, free.
BIG THINKING, SMALL SPACE.
Position Scotland as the perfect Valentine’s destination without any schmaltz. That was the ask. As chance would have it, this was the year that Fifty Shades of Grey hit the cinema screens. Which, with a small tweak, was creatively a gift - #FiftyShadesofScotland.
Although these look like 48 sheets, they were low budget socials. You can still do big ad thinking even when you don’t have a big ad budget.
talking to your audience.
The BBC wanted social content to get a younger adult audience to tune into their brilliant Dynasties.
What do young people love? Reality TV.
Step aside, Love Island.
When you’re a Chimp, Attenborough is as big as it gets…
literally talking to your audience.
AND EVEN GETTING TALKED ABOUT IN PARLIAMENT.
SCVO pools together charities and non-profit enterprises.The brief was to shine a light on how rife poverty is in Scotland.
The weatherman format let us clearly highlight issues around the country.
It ran on STV and on social - with a quiz linking to the website where people could test their own knowledge.
It’s fair to say most had no idea how just how bleak things were and it prompted an hour-long debate in Scottish Parliament.
