BRITA x Joanna Lumley – "Dear Joanna" Campaign (IRIS)

Building on the success of Joanna Lumley & BRITA’s social films, the Dear Joanna campaign saw Joanna return to her advisory role, encouraging people to confess their Single-Use Plastic Sins (SUPS) and make sustainable changes. During the pandemic, the public craved light-hearted entertainment; therefore, the social campaign used humour to invoke real feelings about ‘Green Guilt.’ Campaign aims • Be inspiring, positive and optimistic to build and retain a community of BRITA advocates • Subtly remind people that using BRITA products makes you feel good. • Drive reappraisal of BRITA and increase the relevancy of the brand • Strengthen brand salience by building an emotional connection with consumers • Demonstrate the value difference that BRITA brings • Get bottled water users to re-appraise BRITA and remain loyal to the brand by portraying it as the smartest choice To bring the campaign to life, we developed a multi-format content strategy, including: - A striking photography series by Mary McCartney - A mini-comedy series dramatizing the issue in an engaging, action-driven way - The Greening Good Guide, a resource for sustainable living To extend reach and engagement, we: - Partnered with influencers to document their sustainable swaps at home - Collaborated with Good Housekeeping on a live Q&A with Joanna, answering consumer questions on living more sustainably My Role Led social and content strategy direction, collaborating with PR and the Creative Director Developed on-shoot social capture recommendations for BTS content during the Mary McCartney shoot Crafted social copywriting and directed the IRIS studio briefing for the Greening Good Guide Created the strategy and content direction for BRITA’s social channels, ensuring a complementary always-on approach covering key content pillars throughout 2021 Results - Recognized as Campaign’s Ad of the Day - Joanna’s video series achieved 5-8% engagement across social channels