Google Android EMEA Retail Campaign 2023
Situation:
In the highly competitive market of Google Android devices in the UK, France, and Germany, targeting both B2B and B2C segments, I was tasked with launching a campaign to acquire and retain Gen Z and Millennials who were primarily loyal to Apple products. This campaign involved collaboration with key retail partners such as Samsung, O2, Vodafone, Curry's, Orange, Bouygues, and T-Mobile, and it aimed to promote Pixel 7 and 8, Samsung s23 and s24, along with tablets and other Google and Samsung devices and accessories.
Task:
The main objective was to overcome barriers around security, sustainability, status, and education that were preventing Gen Z and Millennials from adopting the Google ecosystem. To achieve this, I identified the emotional insight of "Belonging" as a key factor influencing their preference for Apple products. The task was to leverage this insight and develop a campaign strategy to position Pixel 8 and Samsung s24 as the best choices for those who desired belonging within a tech-savvy community.
Action:
I employed Customer Experience (CX) methodology to inform the strategy. This involved comprehensive research including building accurate customer personas and customer journey mapping to understand the needs and motivations of the target audience. After identifying Belonging as a crucial emotional driver, I developed the #bestphonesforever campaign with the creative team, centered around the concept of belonging to a vibrant and inclusive tech community.
My actions included:
Crafting compelling messaging that highlighted how Pixel 8 and Samsung s24 could fulfil the need for belonging.
Collaborating closely with retail partners to ensure consistent messaging across all channels.
Implementing an integrated marketing approach, spanning digital and traditional channels, to maximise reach.
Executing an owned, earned paid media strategy for social media content.
Creating engaging content tailored to each platform, showcasing the social aspect of using Pixel 8 and Samsung s24 devices.
Monitoring campaign performance closely and making adjustments in real-time to optimise results.
Building accurate KPI’s for measurement and optimisation.
Result:
My strategic approach yielded significant improvements in sales and brand engagement:
Analytics:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - in store surveys Survey Monkey, QR codes & sales staff.
Sales of Pixel 8 exceeded estimates by 12%, and Samsung s24 sales increased by 9%.
Both website and in-store sales saw notable boosts.
Mobile network providers: % increase in Android sign ups - O2 14%, Orange 19%, T-Mobile 12%.
Retail Stores: % increase in Android sales Curry’s 17%, Bouygues 27%.
Social media traffic across all platforms experienced a substantial increase, indicating heightened interest and engagement with the campaign.
By effectively addressing the emotional need for belonging and implementing a comprehensive marketing strategy, I successfully positioned Pixel 8 and Samsung s24 as desirable alternatives to Apple products, resulting in tangible business growth and improved brand perception.
World Gold Council Digital Campaign 2022/23
Situation:
World Gold Council is the only gold industry impartial advisory platform designed to offer insights, data and thought leadership to corporate, professional and individual investors in gold.
Build a global Integrated digital awareness and engagement campaign. Re launch website & launch Gold: A Journey, with Idris Elba documentary video content. Increase subscriptions and membership to World Gold Council.
Task:
Connect with existing corporate and professional investors plus new users who (individual investors) to acquire and retain new subscribers and members to grow reach and awareness of WGC offering.
Website is the multi regional hub and primary comms platform for the WGC brand but is underperforming due to confusing quantity of content on multiple topics.
Action/ What I did:
Used CX methodology to understand pain points/ barriers from customer perspective and address them to gain more predictable behaviour.
Using GA4 to analyse website performance, it was discovered to be sub optimal with subscription rate low and bounce rate high.
Use a values based approach to connect with exisiting and new audience while and be clear about value proposition of World Gold Council and website.
Re wrote value proposition for website + all channels:
Supporting a vibrant and sustainable future for the gold market.
Once World Gold Council VP defined - use to launch Gold: A Journey with Idris Elba.
Worked with UX/UI team to redesign website using CX methodology results - reduce quantity + increase quality of content, simplify architecture.
Campaign channels B2B + B2C:
Awareness Phase - Paid digital advertising (LinkedIn ads, Google ads, YouTube ads), Organic Content - Gold: A Journey (blog posts, social media), Webinars.
Engagement + Nurture Flow - CRM email DRIP campaign, gold insights case studies, Webinars + Workshops - interactive sessions + live Q&A.
Results:
Analytics:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - online surveys Survey Monkey
Subscription increase by 189%, membership increase by 37%
Bounce rate reduced from 71% to 18% across all B2B and B2C target audiences.
Gold: A Journey preview 15m views YouTube
Gold: A Journey documentary 6.9m views YouTube
Rolls Royce Phantom II & Spectre EV Global Launch Campaign 2022
Situation:
Build strategy for an Integrated Global launch campaign B2B, B2C for last Phantom II and first ever EV the Spectre. B2B global dealers and dealerships, media launch, B2C VIP customers.
Task:
For Rolls Royce Motor Company, it was the end of an era with its best loved marque, the Phantom II. It was also the beginning of a bold new era with the launch of its first ever EV the Spectre.
The campaign needs to reach both existing Rolls Royce collectors, plus a brand new audience with the Spectre.
The campaign needs to be worthy of these two works of art.
Action/ what I did:
Used a values based approach to define what Rolls Royce is and what it means to its collectors - what does that feels like?
The insight I discovered was is a Rolls Royce feels like a work of art behind the wheel, like a symphony - the highest form of musical art.
Big Idea: Composing Our Future.
This became the golden thread that connected all B2B and B2C audiences.
Campaign channels - corporate event vehicle launch, media launch and experience, VIP customer experience online and offline, social media.
Result:
Order demand for Phantom II & Spectre exceeded supply - 3 year waiting list.
28% increase on estimated order demand for Spectre.
22% increase on estimated order demand for Phantom II
Situation:
Tasked with launching a B2B and B2C campaign for the Vegetarian Butcher aimed at encouraging people to swap at least six meat meals a year for vegetarian alternatives. The goal was to generate awareness, acquire and retain customers, build loyalty, and create advocates among Gen Z, Millennials, and Gen X consumers.
Task:
Revitalise the existing #sacrificenothing campaign by infusing it with actionable steps, empowering individuals to make the change to vegetarian options rather than merely advocating for it. The challenge was to drive behavioral change, encouraging more people to make the swap to The Vegetarian Butcher products more frequently. This required addressing barriers related to knowledge, sustainability, sacrifice, price, value, taste, and texture.
Action:
I employed Customer Experience (CX) methodology to guide my analysis, conducting thorough research including building accurate customer personas and customer journey mapping to understand the needs and motivations of the target audience. After identifying the trailblazer mindset as a key factor motivating Gen Z users to adopt vegetarian options, I developed a campaign strategy centered around this insight.
My actions included:
Crafting messaging that positioned choosing vegetarian options as a trailblazing act, appealing to the desire for innovation and trend-setting among Gen Z, Millennials, and Gen X consumers.
Working with B2B partners in supermarket chains, convenience stores, pubs and restaurants, to align on key messaging.
Implementing educational initiatives to address knowledge gaps regarding the benefits of vegetarian diets and the quality of Vegetarian Butcher products.
Highlighting the sustainability and ethical advantages of choosing vegetarian options, aligning with the values of environmentally conscious consumers.
Offering incentives such as discounts or promotions to mitigate perceived sacrifices in taste or price compared to meat-based alternatives.
Leveraging various marketing channels, including social media, digital advertising, and in-store promotions, to reach and engage the target audience effectively.
Adopting an owned, earned, paid media strategy to optimise social media content and partnerships with food sustainability influencers.
Building accurate KPI’s for measurement and optimisation.
Result:
Measurement:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - in store surveys Survey Monkey, QR codes & sales staff.
The campaign successfully positioned The Vegetarian Butcher as a trailblazing choice for those seeking innovative and sustainable food options, leading to increased adoption and advocacy among the target audience.
This STAR case study demonstrates your ability to drive meaningful behavioural change through strategic campaign planning and execution, ultimately contributing to the success of the Vegetarian Butcher brand.
Situation:
Tasked with developing a comprehensive B2B and B2C awareness and engagement campaign for Deliveroo, aimed at increasing market share in the fiercely competitive food delivery app market. The campaign targeted Gen Z, Millennials, Gen X, and Baby Boomers, spanning both customer and restaurant partner demographics.
Task:
Primary objective was to evolve the existing #heretodeliver platform by shifting focus from the mere action of delivery to the underlying ethos and attitude that define the Deliveroo brand. The challenge was to retain the platform's essence while emphasising the interconnectedness of Deliveroo's community—comprising customers, restaurants, and delivery riders.
Action:
Adopted a Customer Experience (CX) methodology to guide the strategic approach, analysing target audience barriers related to price, delivery time, real-time tracking technology, selection, and quality. This analysis also involved comprehensive research including building accurate customer personas and customer journey mapping to understand the needs and motivations of the target audience. Through this analysis, I uncovered a common need that resonated across all three pillars of the Deliveroo business and its customers: the desire for best-quality service to support the #heretodeliver campaign.
Actions I took included:
Shifting the campaign narrative from community to highlight Deliveroo's commitment to delivering the best-quality service, emphasising its role in supporting the three pillars of the business - customers, restaurants, and delivery riders.
Enhancing the app's real-time tracking technology and streamlining the delivery process to improve efficiency and customer satisfaction.
Implementing initiatives to expand the selection of high-quality restaurants and cuisines available on the platform, catering to diverse tastes and preferences.
Investing in training and support programs for delivery riders to ensure they deliver exceptional service and uphold Deliveroo's brand values.
Leveraging targeted marketing campaigns across digital and traditional channels to communicate the campaign's message and drive engagement among the target demographics.
Adopting a owned, earned paid media strategy to optimise social media content and partnerships.
Building accurate KPI’s for measurement and optimisation.
Result:
Measurement:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - in store surveys Survey Monkey, QR codes & sales staff. Strategic initiatives yielded impressive results, driving significant improvements across key metrics:
App orders by customers increased by an average of 19% quarter on quarter in 2021, indicating heightened engagement and satisfaction with Deliveroo's service.
Deliveroo attracted a 12% increase in restaurant partners in major cities in the UK, reflecting enhanced appeal and value proposition for businesses.
The platform experienced a 14% increase in new riders, indicating improved recruitment and retention efforts driven by the campaign's focus on community and quality service.
This STAR case study demonstrates my ability to innovate and drive meaningful change within a fiercely competitive market landscape, resulting in tangible improvements in market share, customer engagement, and stakeholder satisfaction for Deliveroo.
BMW Brand Strategy & Awareness Campaign 2020
Task:
Action:
Result:
AGENCY:
Smyle London
ROLE:
Creative Director
BIG IDEA:
OUTCOME:
AGENCY:
JWT Melbourne
ROLE:
Creative Director
BIG IDEA:
A wine bar reflective of the spiritual home of Penfolds Magill Estate, Max’s Bar is designed to inspire customers through a journey of discovery that tailors itself to their desires. Bar seating - luxurious comfort and connection with staff. Perfect for drop in guests or tier one and tier two experiences. Ownable design - leaning into exiting venue features, a statement piece can become a recognisable asset. Group seating areas can become the most photograph worthy.
OUTCOME:
Launching 2019/20
Situation:
Tasked with orchestrating an awareness and engagement campaign for the launch of Nespresso's flagship store in Sydney CBD in 2018. The campaign targeted Gen Z and Millennial customers in the competitive retail coffee market, aligning with Nespresso's ambition to become the best quality and most sustainable coffee brand.
Task:
Primary goal was to generate national awareness and engagement for the George Street store launch while positioning it as a symbol of Nespresso's sustainability commitment. Additionally, we aimed to capture market share among Gen Z and Millennial customers by appealing to their values and preferences.
Action:
Utilising a customer-centric approach, I identified pain points of the target demographic related to sustainability, flavour, price, and provenance. Recognising sustainability as a paramount value and the role that Nespresso’s tree planting program in global coffee growing territories, I conceptualised the #treetocup campaign to tell Nespresso's sustainability story through this lens.
Actions included:
Adopting a customer centric approach to build accurate personas and customer journey mapping to optimise each touchpoint of the target customers journey to purchase online or in store.
Adopting an owned, earned, paid media strategy to optimise social media content.
Engaging sustainability influencers during the pre-launch phase to generate buzz and anticipation for the store opening.
Organising a media launch event to showcase the store's sustainability initiatives and highlight Nespresso's commitment to ethical sourcing and environmental stewardship, supported by sustainability influencers.
Implementing a post-launch phase focused on monthly in-store and social media engagement activities with influencers to amplify the #treetocup narrative, programs, and initiatives.
Crafting compelling content across various platforms to educate and inspire customers about Nespresso's sustainability efforts, encouraging them to join the movement.
Leveraging partnerships with local media outlets and industry magazines to secure coverage and drive further awareness of the campaign and store launch.
Building accurate KPI’s for measurement and optimisation.
Results:
Measurement:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - in store surveys Survey Monkey, QR codes & sales staff.
The strategic initiatives yielded impressive results, garnering widespread media coverage and driving significant engagement:
The campaign secured articles in industry magazines and broadcast news channels, including Channel 7, Sydney Morning Herald, and The Daily Mail.
More than 12,000 mentions of the campaign launch on Instagram reached over 8 million people, amplifying the message and generating social buzz.
The Nespresso Sydney CBD flagship store exceeded footfall expectations by 28% throughout the 12-month lifecycle of the awareness campaign.
Sales of Nespresso capsules, both in-store and online, surpassed forecasts by 17% quarter on quarter, indicating strong customer interest and conversion.
This STAR case study showcases my ability to develop and execute a successful awareness and engagement campaign that effectively communicates Nespresso's sustainability story and resonates with the target audience, ultimately driving tangible business outcomes and reinforcing Nespresso's brand positioning.
Role:
Creative director, production designer, art director
Challenge:
Create an immersive experience and customer journey for AWS: Summit Sydney 2018 that delivers against Amazon Web Services core value: customer obsession and creates a new benchmark in big ideas by surpassing AWS: Summit Sydney 2017.
Insight:
Where do our delegates - IT professionals and web developers from all industry categories operate and in what context? What theme captures collectively where this happens? The solution needs to enable delegates to quickly and seamlessly navigate to the expo area and sponsor stand that is relevant to their business.
Big Idea:
‘Metropolis of the Future’ delivers a destination for the AWS: Summit 2018 expo within which are distinct districts where all our industry categories operate - CBD, Marketplace, Entertainment and Industry. At the centre of the expo floor we have the AWS stand where delegates can gain greater insight and practical knowledge fo AWS cloud and product offerings, and how they can help grow their business.
Outcome:
$6 million budget, 20,000 delegates over three days at the Sydney ICC delivered the best AWS Summit to date and received global acclaim from industry media and AWS senior leadership team including global chief solutions architect Glen Gore and Head of Marketing APAC Harshana Ariyaratne. As a result AWS: Summit 2019 will be staged over 4 days with an estimated 30,000 delegates and increased budget.
Role:
Creative director, production designer, art director
Challenge:
Inspired by New York Creator Summit 2016, design an environment that delivers against YouTube values of simple, clean, relaxed, informal to enable the best creator summit and inform APAC creators that Youtube is the their best digital video content partner.
Insight:
Using the best attributes of cultural Melbourne (until very recently the world’s most liveable city) such as architecture with nearby Federation Square, cafe culture, street art.
Big idea:
Inspired by iconic Melbourne cultural touch points, we created a relaxed environment for our YouTube creators to hang out, get informed and get a flavour of Melbourne. Materials, texture, colour palette and lighting all played an important role in delivering this. The look and feel also gave YouTube creators a great backdrop for them to shoot UGC and selfies to share on their YouTube channel and social platforms.
Outcome:
YouTube leadership team APAC were blown away with the success of Summit Melbourne 2017 and all agreed that the bar was raised from Summit NYC 2016
Agency:
Jack Morton Worldwide Sydney/ Ogilvy PR
Role:
Creative Director
Challenge:
To develop and deliver a launch event that embodies the spirit of Windows 10 and celebrates with the people who use Windows and the Insiders who helped build the product. A major photo moment is required that includes an iconic landmark. Sydney identified as a Tier 1 market, will be the first territory to launch in world clock.
Idea:
Upgrade Your World is about what Microsoft Windows 10 enables us to do: opening a window onto a whole new world of possibilities with, for the first time ever, an ecosystem that connects all devices and software – at our finger tips. Over 350 fans, media and influencers will be invited to an exclusive launch event bringing the world of Windows 10 to life in a fully immersive representation of how this ecosystem works. Hosted in front of the spectacular views of Sydney Harbour the evening will culminate in a photo moment that heroes our fans with Sydney’s iconic Harbour Bridge and Opera House as the backdrop. The Super Fan continual fluid experience at the event is through four pillars of popular culture delivered by people for people: Music, Art, Fashion, and Technology, where they can create their own personal journey.
Scope:
Digital, Social, Experiential, Media
Impact:
211 pieces of coverage resulting from more than 40 pre-briefings over a four week period. Coverage highlights included a national broadcast piece on Channel 7 news, a front page story on the AFR and numerous home page stories across Fairfax and News Corp titles. More than 16,000 mentions on Twitter since our social fan competition launched; reaching more than 28 million people. More than 700 Twitter entries received from our Sydney based fans during a week long campaign to drive attendance at launch. More than 350 attendees to the fan celebration on 29 July, 280 of which were fans recruited through social.
Agency:
Jack Morton Worldwide Sydney
Role:
Creative Director
Challenge:
Create a Microsoft environment where the consumer journey from registration, arrival, participation and engagement with Microsoft APC 2015 is simple and easy to navigate.
Microsoft must visually own the large scale space at Gold Coast Conference & Exhibition Centre.
Idea:
Maximise networking time, minimise navigation time through a bold, innovative and contemporary architectural solution of way finding signage.
Scope:
Digital, Corporate Event
Agency:
Jack Morton Worldwide
Role:
Creative Director
Challenge:
Trust and belief in Telstra’s partnership with licensees and partners needs attention. This conference provides Telstra an opportunity to strengthen and re-invigorate the relationship, and align corporate, licensees and partners as ONE.
Idea:
Creativity reinvigorates the old. Collaboration and involvement strengthens partnerships. We need to bring to life how Telstra, its Licensees and its partners, can together we can achieve a World Class Performance. Creative Territory: Festival. A festival is the physical manifestation of fellowship. It is staged by a community and celebrates a unique aspect of that community. These celebrations also offer a sense of belonging. People go to festivals with individual needs but share a common goal or purpose.
Scope:
Social, Digital, Event Conference, Experiential, Content
Agency:
Link Viva Dubai
Role:
Creative Director
Challenge:
Take the Lenovo Vibe smartphone from a new product to a challenger product against the leading smartphone brands in Dubai by creating a campaign to generate lasting brand loyalty through personal experiences that will live long in the memory.
Idea:
We want our discerning Dubai individuals who are our trendsetting pioneers, our influencers who influence the mainstream to VIBE ON THIS through a year long campaign of highly engaging and creative experiences in ART, FASHION and MUSIC, sharing their experiences with their Lenovo Vibe smartphones within their social groups generating buzz and cutting through to the mainstream.
Scope:
Social, Digital, Print, Experiential
Impact:
More than 816,000 mentions on Twitter since the social competition launched the campaign; reaching more than 6 million people in UAE. More than 560,000 Twitter entries received from our Dubai based influencers during a year long campaign to drive awareness of product and brand. More than 370,000 attendees to all activations and events across year long campaign.
Agency:
George P Johnson Sydney
Role:
Creative Director/ Production Designer
Challenge:
Toyota Motor Corporation Australia has faced a number of challenges over the last year, so there is even more need to deliver a strong and clear message to our national dealer and sales network that Toyota is stronger when everyone is unified. Leave delegates with insight into the new Corolla Sedan and Kluger and how together we can aim for the next frontier and go beyond 2014.
Idea:
Each sub event has its own concept which together enables our delegates from dealerships and sales teams to aim for the next frontier and go beyond 2014. Welcome Party (Corolla Launch) - Son et Lumiere, Business Session (Kluger Launch) - The Ultimate Ride, Salon - Your Street (aligning with Saatchi & Saatchi ATL strategy) and Classic Vintage - Gala Dinner.
Scope:
Corporate Event, Digital, Content.
Link to Episodes:
https://www.youtube.com/watch?v=eGP-zKbyh7I
1. https://www.youtube.com/watch?v=KTwzB7jLnUY
2. https://www.youtube.com/watch?v=XmxovoaWejM
3. https://www.youtube.com/watch?v=Ufmx7ahxJjY
4. https://www.youtube.com/watch?v=yHm3erNL0K8
5. https://www.youtube.com/watch?v=nOMHx9131Ow
Agency:
Projekta Yahoo7
Role:
Creative/ Art Director
Concept:
Jacob's Creek Reserve Table is an exciting new series that takes you on a journey to some of our most loved wine regions, as we explore the provenance of people, places, food and wine, hosted by Karen Martini, renowned chef from Better Homes & Gardens and expert judge on My Kitchen Rules.
Agency:
Our Friends Electric/ AW PR
Role:
Creative Director
Challenge:
Deliver disruption via an out of the box solution where store launches are sometimes casualties of an expected format. Support the atl campaign which is being rolled out globally in september 2013. Leverage this powerful creative idea as a springboard for the concept for the store launch campaign. The event needs to have a uniquely Australian flavour & foot print to create the most sought after party invitation this summer season and to deliver noise across multiple channels.
Idea:
We’re asking Sydney siders to Come and Play by framing what the Australian summer means to them.
‘Come and Play’ is more relevant in Australia than anywhere else in the world. The answer can only be something that celebrates sunglass hut as our summer playground. We will execute a campaign with a uniquely Australian flavour, one that captures the feeling we all have of excitement, anticipation and joy that the summer is about to begin.
Scope:
Social, Digital, Print, Experiential
Link to Content Piece:
Agency:
Boom Natives
Role:
Creative/ art director
Challenge:
Create an online content piece to support the launch of Xbox One Ryse: Son of Rome video game by giving gamers the opportunity to really engage with precise skills of the Roman Centurion.
Idea:
Working with media agency UM and Microsoft, a 5 minute content piece was produced featuring the Nelson Twins to promote the new Xbox game 'Ryse: Son Of Rome". The piece featured the brothers as Roman soldiers in training - carrying out a series of 'kill moves' on a meat mannequin. The video went live on YouTube and resulted in over 269,000 views.
Scope:
Digital, Content, Social
Link to website:
www.thebunkergolf.com.au
Trailer:
https://www.youtube.com/watch?v=ifd4vYVj2mY
Agency:
Projekta Yahoo7/ 7 TWO
Role:
Creative/ Art Director
Concept:
Think you know golf shows? Think again, as we launch 'The Bunker'.
Every Sunday at 5pm on 7TWO, our host Shura Taft will be hitting the course with golf mad celebrities for an entertaining look at the majestic, skillful and sometimes frustrating sport of golf. Anna Rawson will give us all the pro tips and tricks to improve your game and Russell Robertson will be bringing his unique bunker style to our fun golf challenges. On the fairway we have a long list of celebrities such as Andy Lee, Kris Smith, Benji Marshall and Kerri-Ann Kennerley. We'll see who can swing big and who will end up in the rough.
Story:
A summer of love for Audrey and Dean where they discover significantly more than they ever expected.
Trailer:
Role:
Production Designer
Production Company:
Eponine Films
Distributor:
Universal
Story:
An Aboriginal boy is torn between his unexpected love of acting and the disintegration of his family.
Trailer:
Role:
Art Director
Production Company:
Tree Films/ Kick Pictures
Distributed By:
Arclight Films
