About me
6 years of strategic planning experience across multiple categories, from consumer healthcare to children’s television programming, on many of the world’s iconic brands.
My experience extends beyond just advertising to creating content strategies and immersive brand experiences, as well as simplifying complex product portfolios through brand architecture work.
My current work is reinvigorating traditional global brands, raising the level of creativity and effectiveness. My focus for the future is to bring this knowledge to help the generation of challenger brands grow and navigate in the future.
Projects
- Rowntree's Masterbrand LaunchAhead of a full Masterbrand launch campaign, we developed the social and sponsorship campaign to increase awareness of the 5 core sub-brands in the Rowntree’s family (Fruit Pastilles, Random's, Jelly Tots, Fruit Gums, and Tooty Fruities). The campaign tested significantly above norm with "Purchase intent" at 65% (confectionery TV norm 35%, FMCG TV norm 45%), and social media content doubling MB norms on "Involving", "Distinctive" and "Interesting".
- KITKAT Mocha NPD LaunchWith limited budget, we needed to raise awareness and excitement for KITKAT's new Mocha flavour. While competitors spend millions, we partnered with up and coming Instagram coffee artist Maria A. Aristidou to paint a picture of our latest product entirely using freshly brewed coffee! The time-lapse video, had a view-through-rate well above 50% (more than tripling Facebook platform benchmarks) and reached over 4M people.
- Microsoft - The Campaign Google Couldn't EadrayWe managed to localise one of the most divisive and least engaging campaigns from Microsoft - "Scroogle" in the UK market in a way that was engaging and created action amongst consumers. To reduce favourability of Gmail and drive trial of Outlook.com, we paired an interesting fact about 98% of Gmail users with an interesting fact about Gmail and discovered a language Google can’t read – Pig Latin. We created a Gmail account to test Google’s contextual advertising practice. A simple email asking whether a BMW is better than an Audi was served ads about car insurance and auto dealers. However, the same email written in Pig Latin – the childish language in which you move the first letters of a word to the end of the word and add ‘ay’ – was served random ads for cat food and envelopes. We discovered that Google couldn't understand Pig Latin. So we created an entire campaign that Google couldn’t read. In Pig Latin. The campaign included print, digital, radio, and a TV commercial with the entire dialogue in Pig Latin, all driving traffic to the website KeepYourEmailPrivate.com where visitors could learn more about Google’s practices, use our translator to send private messages in Pig Latin that Google couldn't read, sign a petition, and try Outlook.com for better privacy. And to help people stop Google reading their messages on the go, we created a Pig Latin Translator smartphone app, available in Google’s own Android store.
- Bob the Builder - Global Brand RelaunchI worked as the lead planner to develop the global advertising strategy to relaunch Bob the Builder. The strategy focused on audience acquisition and later deeper engagement with the brand for parents/kids to defend it's core equity of "building' increasingly being contested by brands like Lego/Duplo. Markets that have implemented our toolkit have seen above-norm TVRs for the show, as well as positive sentiment in spite of initial strong backlash on social media from people who had grown up with the previous version of Bob.
- Quality Street RelaunchTo relaunch Quality Street and defend it's position in the box-chocolate space the strategy brought to life how the tin helped bring people together ("Welcome to a place called Quality Street") to create magical bonding moments. Specific content was developed for Facebook optimised for newsfeed and sound-less video formats. Both TV and social data helped shift brand equity above Millward Brown norm across key metrics, in spite of a cluttered Christmas environment. Social also was measured with Nielsen as well as a new bespoke Dunnhumby sales data study with Tesco.
- KITKAT Snap and Share CampaignKITKAT has been struggling to make headway in the sharing occasion and format. To help drive buzz and awareness of the Snap & Share format we develop special packs that combined the product with the Mobile Parking Lot: a 2-in-1 way to enjoy your break more and help deepen KITKAT's position as the iconic defender of breaks.
Work history
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Global Strategic PlannerMcCann Worldgroup
London, United KingdomFull Time
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PlannerJ. Walter Thompson
- London, United KingdomFull Time
Planner: Nestle Confectionery portfolio of brands (KITKAT, Aero, Rowntree's); Lead planner on Milkybar and E-Commerce.
Global lead planner on HIT Entertainment (Bob the Builder & Thomas & Friends).
Digital planner on Kenco.
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Skills
- Marketing PR
- Strategic Planning
- Consumer Behavior
Education
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Migration StudiesOxford University
- Oxford, United Kingdom
Masters in Migration Studies