MAKE CONNECTIONS THAT COUNT.
DRIVING BRAND ENGAGEMENT.
TESCO.COM
The most powerful social doesn’t come from the brand, but from their customers.
We targeted people 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.
SAYING IT DIFFERENTLY FROM YOUR COMPETITORS.
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.
The folk at Meta will be the first to tell you that visuals work much harder in social.
But what happens when you don’t have time or budget?
This is a super-quick turnaround ad that I did for a scheme NatWest was running for young entreprenneurs.
It pulled like a train not just in terms of respondents, but brand attribution.
o Standard ad recall +18.4pts
o Top of mind awareness +13.5%
o >99.9% chance of brand lift.
So much so that Meta gave us free ad space to run it again as an example of how effective type-only ads could be.
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.
TELLING YOUR BRAND STORY
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.
As part of Leith’s IRN-BRU Gets You Through campaign, I got to be IRN-BRU’S agony aunt. Punters were invited to share their problems and I got to embody the brand.
You can see more work for the brand on the Tone of Voice page.
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.
