Projects
- Dating The DeadThe Walking Dead was coming back to TV2, but we had a problem - how do you target the die-hard fans (notoriously hard-to-reach guys aged 18-29) on a female-skewing channel? We wanted to create a personalised, memorable experience - that's why, for the first time in the world, Tinder was chosen as the media channel to launch a TV series. We started as many conversations with guys as possible, and over the course of the chats the girls became progressively zombie-esque - ending with a push to watch the show. We gave our guys the chance to grab a specially designed 'apocalypse survival kit' for being great sports, and we turned the activation into social media content to amplify to over half a million people. The series was up 49% against the previous series in TV2's demo, with twice as many young men tuning in versus our key competitor, and the series became one of the most watched shows on TVNZ OnDemand. Created in partnership with TVNZ Blacksand and Young & Shand,
- Tug Of War - The Amazing RaceIn a world first, two countries were going head to head in The Amazing Race as notorious rivals Australia and NZ battled each other for glory. To bring that rivalry to life, we came up with another world first: a real-life tug of war that stretched across the Tasman. With some rope, WiFi, huge video screens and a bit of Kiwi ingenuity we were able to connect shopping centres in Auckland and Sydney and stream the battles online simultaneously. We brought the activation to life through battles between our local entertainment radio brand ZM and Aussie equivalent KIIS, as well as battles between our two soaps: Home & Away Vs Shortland Street, which drove PR and excitement around the event. In addition to this digital activity, we ran a massive out of home and on air campaign which called on Kiwis to get behind their teams. We also partnered with ZM to produce a celebrity version of the race as online content which was viewed over 100k times. The series launched as the number one show in its timeslot in TV2's target demo (and, most importantly, NZ won the trans-Tasman tug of war battles meaning national pride didn't take a beating.)
- Step Dave - Transmedia StorytellingWe were tasked with launching a brand new local drama Step Dave into an environment where NZ drama series had been struggling. In addition to a vibrant on air and out of home campaign, we decided to engage Kiwis in the world of Step Dave (a romantic comedy) with a transmedia campaign that continued the story of the show between broadcast episodes. Using CCTV videos, online dating profiles, Snapchats, video diaries and exclusive scenes (stuck to a virtual fridge), we forward-teased plot twists in the short form content that eventually unfolded in the on-air show, and even wrapped up some plots from the main show online. The online content built up a loyal, engaged community who became passionate brand advocates for the show. Step Dave launched and remained as the most watched show in its timeslot in TV2's target demo (18-49) throughout its 13-week run and was commissioned for a second season.
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Work history
Marketing Manager
I'm the Marketing Manager for New Zealand's most popular free-to-air television channel and TVNZ's offerings on paid platforms. I have a passion for developing brands and campaigns that really excite our audience. I love TV.
TV2 Brand Manager
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Writing creative briefs for all TV2 promos and approving all promotional output.
I worked to a senior level, and was trusted to run high-profile campaigns. Highlights include the massive 20th anniversary campaign and media event for our flagship show Shortland Street; relaunching hit drama Go Girls with a new cast; helping to build reality show My Kitchen Rules into the number one show in NZ in TV2’s trading demographic. I have a specific interest in engaging digital creative and bespoke social content.
I worked on the team that wrote and implemented TVNZ’s social media policy and I oversaw the TV2 Twitter and Facebook accounts (the latter of which is the most highly engaged broadcaster page in NZ).
Performance: In my first year in the role I was nominated by my colleagues for the NZ Marketing Awards Rookie Marketer of the Year and reached the finals. In performance reviews I was recognised consistently as one of the top performing team members from the business..
Skills
- Advertising
- Events
- Marketing PR
- TV
- Office
- Powerpoint
- Writing Communication
Education
MA
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Film Making
BA (hons
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Film