Past Projects
Below are a snapshot of some of the wonderful campaigns and projects I have planned, created and delivered before the birth of AdBeat Marketing.
Leeds United Against Violence To Women and Girls
Leeds Domestic Violence Service
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.
#TogetherLeeds
Leeds Partnerships
#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.
First Bus- App download Campaign
Advertising Agency 2017-2019
In the rapidly evolving landscape of digital marketing, harnessing the power of cutting-edge technologies and multi-channel campaigns has become essential for brands to thrive. This case study explores the success of using these approaches to enhance app downloads and user engagement among the target audience.
The Challenge
First Bus sought to boost app downloads among its target audience, driving increased user engagement and loyalty. The primary challenge was to identify and engage individuals who were more likely to utilize the bus service, effectively maximizing the app’s potential reach and impact.
The Solution
A multi-channel campaign was delivered centred around the implementation of Sky AdSmart (Addressable TV). Addressable TV allows businesses to target specific TV consumers based on various data points on a greater personal level than traditional TV. This cutting-edge technology allowed us to precisely target our audience at the postcode level, ensuring our messaging reached the most relevant individuals within First Bus’s service areas. Utilising sophisticated data collection, we identified potential users based on their travel patterns, preferences, and demographics. In addition to the addressable TV component, we supplemented our efforts with broader awareness channels, including Regional TV and Radio as well as highly targeted programmatic digital display.
The Results
By targeting specific areas with Sky AdSmart, we observed a clear uplift in app downloads among users within those regions. Our efforts were further amplified when we overlaid certain areas with localised radio and DAX (digital audio), resulting in even greater spikes in app downloads.
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.
