My work
Click on the company to see samples of work or keep scrolling to see other examples.
RWE: Day-to-day management
I was the strategy lead for RWE during my time at Havas People.
Collaborating closely with the client and various departments at RWE, we developed a dynamic and engaging always-on content feed.
In this role, I ensured all content aligned seamlessly with the overarching brand strategy. Created detailed reporting frameworks to gain deeper insights into content performance using Power BI and oversaw all paid campaigns across Meta and LinkedIn.
RWE: Power looks good on you
RWE offshore is on a mission to narrow the gender gap, they recognise this is an issue and are taking steps to address it.
Power Looks Good On You is one such step.
The campaign features 6 female employees from different backgrounds. They each share their experience of being a woman, working at RWE and all that they have accomplished, it's nothing short of inspiring!
For social, the objective was to bring their stories to life in a thought-provoking way.
After much discussion, we settled on developing a organic content series, this would ensure longevity and repetition of key messaging. For paid, a media plan was devised to reach key target audience groups.
Mixoloshe: Paid Campaign
Mixoloshe was a non-alcoholic cocktail drink (now rebranded to Smashd).
The objective: to increase awareness and boost sales.
The ads needed to feel and look off the wall. Bright, colourful & bold!
We delivered!
For maximum impact the camping ran across Meta & TikTok, targeting women aged between 18-30 (25-30 on TT due to age restrictions).
It ran in three burst one month on, one month off. The client wasn’t keen on building awareness, they originally wanted to go straight into traffic.
Top line outline of the plan:
Week 1: Awareness
Week 2-3: Traffic
Week 4: Traffic & retargeting
Key stats:
Drove over 6,700 vists to site
Increased sales by 434%
Jackpotjoy: National Bingo Day
Overview: Jackpotjoy was invited to participate in the first celebration of National Bingo Day (NBD) in the United Kingdom. This project required significant cross-functional collaboration, resulting in the creation of a comprehensive experiential offering for the customers.
Objective for Social: The main aim was to bring awareness to National Bingo Day. Secondly share the activities available on-site, with the ultimate goal of increasing the number of customers winning on the day itself.
Execution: The campaign kicked off one week prior to NBD, strategically designed to maximise visibility.
In addition to organic outreach, paid promotions were added to increase reach amoung avid online bingo fans.
Three key content pillars were established to effectively communicate the essence of the celebration on our owend organic channels:
- Awareness: Focused on informing players about NBD and the various on-site activities, while also influencing behavioural changes via social media engagement for the duration of the event.
- Topical: Aimed at sparking general discussion and amplifying awareness regarding the event.
- Live: At Jackpotjoy, we routinely host weekly Facebook live game show; however, for NBD, we went all out with a - 1 hour special featuring a prize pot of £1,000. A first!
Results: Customers were aware of NBD, as seen in comments. On the day there was clear enthusiasm for the gamifided content.
The campaign saw a 20% increase in impressions. 155% rise in winners and an increase of 186% website visits from Facebook.
Jackpotjoy: Love search
The idea
I developed the idea of a social media treasure hunt, where participants would gather clues from various posts and channels. I had a strong working relationship with the production team behind the weekly live Facebook show, Blank It To Win It, and they were always open to new ideas. With the backing of JPJ’s Head of Brand, we set the plan in motion.
Context
At the time, Instagram's growth was hampered by regulatory restrictions, so we saw an opportunity to drive traffic from Facebook to Instagram in hopes of boosting awareness and engagement on that platform.
Execution
In collaboration with the production team, we refined the treasure hunt concept to align with one of the brand’s key objectives—driving traffic to the site. We added an extra layer to the hunt by including a clue that could only be found on the website. To make it feel authentic we used a real first date story!
Throughout the week, community members had the chance to win small prizes, with a grand prize of a £50 voucher for the final winner.
Here’s how it worked:
Day 0: A teaser during the Blank It To Win It live Facebook show hinted at the upcoming treasure hunt.
Day 1: A Facebook post went live, providing the first clue and a hint for when the next one would appear.
Day 3: The second clue was revealed on the website by the chat host, who also teased the location of the next clue.
Day 5: The third clue went live on Instagram, driving cross-platform engagement.
Day 6: The final post was shared, asking participants to comment with the missing words in order to enter the competition.
Day 7: The winner was announced live during the Blank It To Win It show on Facebook.
The treasure hunt ran for a week, successfully encouraging the audience to visit the brand’s Instagram page while maintaining engagement across multiple platforms.
Skinade: Beautiful Skin from Within
Brief: Develop a comprehensive paid and organic campaign aimed at educating a UK audience with an interest in beauty about the advantages of collagen skincare supplement
Execution:
The campaign was implemented over a two-week period across Meta and X platforms, utilising a modest budget of £1,000.
Authentic, unedited images of a model were prominently featured, emphasising the beauty of natural skin while effectively demonstrating the product's benefits—a concept that was unimaginable at the time.
In addition, informative content regarding the ingredients of Skinade was shared, complemented by high-quality still images captured in natural light and engaging boomerangs, reflecting the creative trends of 2016.
Results:
881 new visits to site. Putting this in perspective, average for the same period was 125. There was a massive lift in online conversions +287.73% as a result of the campaign.
Facebook:
Page likes: +2.1%
Impressions: +249.5%*
Avg Engagement rate: +266.3%*
Instagram:
Increase in followers: +0.9%
Impressions: +380%*
Avg Engagement rate: 6%
X:
Increase in followers: +0.3%
Impressions: +380%*
Avg Engagement rate: 0.6%
GA:
New sessions to site: +312.99%*
Conversions: +287.73%*
*on previous period
Jacob's Biscuts: National biscuit day
Outline:
National days can be cringe but not when it’s brand relevant.
National Biscuit Day 🤝 Jacob’s Biscuits!
Idea:
Celebrate National Biscuit Day 29th of May 2015.
Execution:
For 12 hours we hosted a party on Facebook, (no paid just organic)
Recipe ideas, meme’s, competitions & spot prizes were the stars of the day with community at it's heart.
KPI’s:
Facebook Fans: +200
Engagement rate: 3%
Results:
Facebook Fans: +437
Engagement rate: 12.65%
As amazing as the above stats are. The real win was when fans were sharing their memoires of this houshold brand.
Jacob’s Biscuits: Secret Keeper
Outline: Figrolls the biscuits that are often overlooked by consumers in favour of newer products. As a result the biscuit was experiencing declining sales, evidenced by a year-on-year downward trend. An In-depth focus group revealed a shift in the target audinc, males aged 17 to 25.
The aim was to elevate brand awareness and rekindle nostalgia by reintroducing Jim Figgerty, a fictional character renowned as the custodian of Jacob's secret recipe.
Idea: To address this challenge, I propose a social only campaign that would help us reach the new demographic.
Execution:
Jim announced his retirement in a video on Facebook. In the video he explained that he left the secret recipe of how he put the figs in the figrolls in a suitcase. The winner will need to guess where the suitcase is located.
For two weeks, he shared clue every day so contestants could guess the location of the suitcase.
The person who guesses correctly won the secret & an all-expenses paid holiday to Dubai (where he hid the suitcase, nice spot to retire).
KPI’s:
Facebook Fans: +500
Engagement rate: 10%
Twitter followers: +250
Entries: 600
Results:
Facebook Fans: 237
Engagement rate: 63%
Twitter followers: 159
Entries: 944
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