Past Projects
Below are a snapshot of some of the wonderful campaigns and projects I have planned, created and delivered.
Health and Wellbeing Company
(At-Home medical test kits)
An up and coming health and wellbeing brand which offers at-home medical test kits for quick and easy medical support.
The Challenge
With any new brand, building awareness and trust is key. The team wanted to improve their overall reach and awareness but also importantly, increase the sales of the medical test kits from their website.
The Solution
As part of a much wider digital marketing strategy, I managed the teams Paid Social output on behalf of their appointed agency.
A blended approach was needed to ensure targeting lines for sales and conversion were complimented with awareness and reach to ensure short and long term growth and build brand trust and recognition.
This was supported with ongoing creative testing across all of their test kits, and several lines of audience targeting to understand where best to optimise and improve cost per result efficiency.
The Result
Ongoing test and learn approaches and optimisations meant the cost per result improved by 100% (landing page views) and saw outstanding click through rates up to 13%
The Little Waxing Company
The Little Waxing Company has 3 extremely successful salons across West Yorkshire all of which are 5* rated. The team specialise in intimate waxing for both men and women.
The Challenge
As the team are so busy with their customers, they didn’t have time to curate and maintain a regular social media presence and needed support planning, curating and delivering effective and impactful social media content to attract new customers and showcase new services, particularly for their evolving male waxing specialities.
The Solution
Pre planning and research is the key to a successful and stress free social media presence. The more you can prep ahead of time and schedule up front the easier it is to monitor and measure performance for the month ahead.
Working closely with the team, I curated a detailed social media plan using my expertise and audience research. I recorded and created the content up front enabling us to pre schedule the organic plan ahead of time, and giving the team peace of mind that they would have an ongoing presence across their social media platforms without having to worry about it during the month.
I also worked to implement a carefully considered influencer campaign to help push their male intimate waxing services, a new service that launched early 2024. This was to help boost male awareness and reach as well as educate the audience on what is involved in intimate waxing services.
The Result
Following the implementation of the new content as well as improvements to the overall profiles, the account has seen a 35% increase in followers (previously seeing a slow decline).
The influencer collaboration content reached 3,550 new accounts and average engagement rates overall have shifted from 1% for Facebook and 0.8% for Instagram to 4% for Facebook and 3.79% Instagram.
The team reported some of their best ever sales during the months the social media content was delivering regularly.
#TogetherLeeds
#TogetherLeeds emerged as a creative and optimistic response during the peak of the pandemic, initiated by Leeds City Council and expanded citywide. This case study explores the success of this campaign, highlighting the significance of a strong brand strategy and effective marketing tactics in creating a lasting impact.
The Challenge
Amidst the pandemic, the citizens and businesses of Leeds faced constantly changing rules and regulations. The need for clear guidance and a unified entity to deliver positive and engaging messages became crucial. Organisations sought effective ways to educate people about the spread of the virus and enforce social distancing measures.
The Solution
Recognizing the importance of community spirit during the crisis, I collaborated with local partnerships, marketing teams and businesses to develop the #TogetherLeeds brand ethos. The campaign conveyed a simple yet powerful message: by uniting as a city, we could overcome the challenges. Drawing inspiration from the familiar blue and yellow colours known to Leeds residents, the campaign employed doodle-style graphics, enhancing accessibility and adaptability. The heart-shaped logo served as a unifying symbol for the campaign.
Organic approach
The #TogetherLeeds campaign was strategically launched using a gradual and organic approach. Initially, the messaging was introduced through hashtag usage when discussing the pandemic and minimal usage of the logo on marketing materials. The goal was to make the campaign feel inclusive and allow everyone to adopt and personalize the message.
Addressable TV
To further enhance the campaign’s impact, a Sky Adsmart (addressable TV) campaign was launched. It featured a bold and emotional animation thanking key workers for their remarkable efforts during that time. Data-driven targeting identified areas with higher COVID-19 infection rates and greater instances of rule-breaking, ensuring the message reached those who needed it most. The television platform was chosen due to increased viewership during lockdowns, providing an effective medium to reach audiences confined to their homes.
Programmatic digital
This approach was complemented by location-based programmatic mobile display ads. The campaign specifically targeted households in key areas, delivering video messaging and utilising anonymous ID tracking to extend the reach within the same households. This data-driven strategy maximized engagement and reinforced the #TogetherLeeds message.
Collaboration
As the campaign became deeply ingrained within the Leeds community, the #TogetherLeeds branding found its way to the high street. Collaborating with the talented artist Ekaterina (Kat) Sheath, a series of shop window displays were designed to welcome citizens back to the city centre. Kat’s artwork creatively incorporated the #TogetherLeeds logo, further reinforcing the ongoing brand message.
Results
The #TogetherLeeds campaign achieved remarkable success through its combined digital and TV activations, resulting in over 1.3 million impressions to targeted households. This impressive reach demonstrated the campaign’s ability to engage and resonate with the intended audience effectively.
Furthermore, the impact of the campaign extended beyond its initial purpose. The hashtag and logo have continued to endure, now serving as a symbol of community, resilience, and unification during the ongoing cost of living crisis. The campaign’s lasting legacy highlights its profound influence in fostering a sense of togetherness and solidarity within the Leeds community.
The #TogetherLeeds campaign exemplifies the power of a robust brand strategy, collaboration, and innovative marketing tactics in creating a lasting and impactful campaign. By fostering a sense of community and unity, the campaign effectively navigated the challenges posed by the pandemic, leaving a lasting impression on the city of Leeds. As a testament to the campaign’s success, #TogetherLeeds continues to resonate with the community and remains an inspiring case study for marketing consultancies seeking to achieve similar results for their clients.
Leeds United Against Violence To Women and Girls
Leeds Domestic Violence Service (2019-2020)
This case study looks at a influencer campaign with Leeds Domestic Violence Service (LDVS) and the Safer Leeds team.
By effectively utilising this method, cross-platform, I was able to raise awareness about domestic violence during The White Ribbon Campaign.
This case study showcases the power of collaboration and strategic placement, blending traditional and digital marketing to create a powerful and impactful message.
The Challenge
The team faced the challenge of effectively reaching and engaging with the male population of Leeds during The White Ribbon Campaign. Their goal was to raise awareness about violence against women and encourage men to seek help. However, their budget was limited, ruling out expensive brand-driving advertising options like TV and out-of-home campaigns.
The Solution
With resourceful thinking, the team turned to strategic partnerships that would resonate with men in Leeds. The first and most significant partner was Leeds United, known for its massive male following and commitment to supporting local social causes.
Together with Leeds United, I developed a compelling video featuring the footballers. They explained the impact of domestic abuse and the vital role men play in ending violence against women. The video was strategically shared on social media and YouTube, amplified by the players themselves.
Taking the campaign beyond digital platforms, the impact was magnified on a match day against Middlesbrough. Leeds United players sported White Ribbon t-shirts during the warm-up. Information about The White Ribbon Campaign also adorned the Match-Day Programme, sideline billboards, and the big screen. The team then shared these images across their social media channels, further extending the message’s reach. The collaboration didn’t end there; the Safer Leeds team, Leeds City Council, The White Ribbon network, and partners all joined forces to propagate the message. As a result, the message reached beyond Leeds, reaching anyone who tuned in to watch the match that night.
The Result
The campaign surpassed all expectations, thanks to the power of strategic collaboration and influencer marketing. The exact viewing figures are challenging to ascertain due to the campaign’s exponential reach. However, with Leeds United boasting over 1 million Instagram followers and average TV viewing figures exceeding 400,000 per match, the impact was substantial.
Launching Victoria Gate shopping Centre
Advertising Agency 2013- 2017
Victoria Gate shopping centre in Leeds opened its doors in 2016 with much excitement and anticipation. This case study explores the success of its launch event and the importance of understanding hyper focused local marketing.
The Challenge
Before Victoria Gate Shopping Centre opened its doors in 2016, I was faced with an exhilarating challenge – to create and deliver a campaign, driving attention and footfall to the centre for launch that would not only match the centre’s grandeur but also set new standards of excellence in promoting retail and leisure experiences.
The Solution
My data-driven approach paved the way for an exceptional campaign. Leveraging comprehensive retail analytics and spend data, I carefully identified the most promising target areas to focus our efforts. Combining this with behavioral insights allowed us to understand and engage the exact audience the centre desired.
An arsenal of cutting-edge marketing tools included a mix of highly targeted out-of-home, addressable TV, video marketing, social media, and programmatic digital display. Through precision targeting, we captured the attention of our primary audience, ensuring the right message reached the right people at the right time. This localised approach, deeply rooted in an understanding of the area and its surroundings, played a crucial role in maximizing campaign effectiveness.
The ripple effect of our strategically designed campaign extended beyond the primary audience. Collateral interest was organically generated through city-center advertising, as well as press and media attention, drawing in a secondary audience that further bolstered footfall and sales.
The Result
The meticulous execution of my marketing strategies proved to be a game-changer. Footfall between the third and last week of October – the critical launch period – surpassed 8 million visitors. A staggering 12% increase in footfall was recorded compared to the same period in 2015 when the centre was known as Victoria Quarter.
