About me
Victoria Buchanan, Creative Director at Tribal Worldwide London, started her career in digital more than two decades ago. An interactive artist turned coder she found her sweet spot in innovative digital ideas. A pioneer in pure digital, she is obsessed with interactive behaviour and passionate about creating work that allows people to experience brands in new ways.
Victoria is a multi-award winning digital queen with clients across the board from Volkswagen, Harvey Nichols, O2, Guinness, Fitness First, Hasbro, Philips, Oxfam, Boots, The Guardian and Unilever. Victoria has helped grow a VW connected user experience over her years and has broken new grounds with sites, apps, services and even a future VR showroom.
Victoria is one of the few female Creative Directors in the industry. She won the IPA Woman of Tomorrow Award earlier this year to become a beacon for aspiring Creatives. She is an ambassador for Creative Equals and is passionate about championing diversity to help develop more female leaders and Creative Directors.
Projects
- MORRISONS MATCH AND MORECreating the UK’s most popular grocery app Morrisons launched their Match & More price match and points scheme in October 2014. Their aim was to see off the competition from discount supermarkets with a category-beating mobile experience. The Match & More mobile app, built for for iOS and Android, provides everything customers need before and after they shop. A shopping list feature helps with planning, while user profiles let customers review points and discount vouchers earned. The app is also the key to unlocking the ultimate value from Match & More. Its personalised offers don’t appear anywhere else, and the app builds loyalty with the customers’ offers become more relevant the more they shop. The app was an instant success, with more than 450,000 downloads to date. More than 100,000 Morrisons shoppers now use it to make their shop go further each week.
- CAPTAIN MORGAN SOCIALCreating a Social Brand Marketing rum to a digital generation. In order to really connect with a whole new digital generation of young guys across Europe, we brought Captain Morgan to life like never before by producing some of the very best in branded social media content. Starting with the Captain’s distinctive personality and authentic voice, we interacted with the Fans on their level, always showcasing the Captain’s legendarily sharable humour. Whether it’s the weather, the football, the latest celebrity scandal, the fact that it’s nearly payday, or just that it’s Friday and time for a drink – the Captain always says it best. Within a year, we grew the Facebook fanbase to over 941,000 across Western Europe with thousands of engaged fans sharing the Captain’s content every day, putting it in the top three of Diageo’s most engaged with brands.
- FITNESS FIRSTRewriting the rules of fitness The fitness landscape changed and customers were no longer satisfied with a one-size-fits-all gym experience. Prompted by this insight, Fitness First emerged from a global rebranding exercise with a new fitness philosophy and a new brand identity. They needed a global digital presence to match. We worked together to create a vision for a data-driven connected fitness experience that helps Fitness First members go further in training. Then we set about implementing the first phase of the strategy. We started by making the Fitness First site mobile-first and fully responsive, working across 200+ devices and screen sizes. We reconfigured and repositioned tools such as Club Search and Class Finder to be more discoverable, intuitive and to help members get more from their training life. And, we redesigned the homepage to better express the brand’s new position around premium fitness and holistic lifestyles. Our partnership helped Fitness First reach their ambition of becoming a data-driven, member-led and truly digital gym brand.
- MONOPOLY CITY STREETSOwn and play your own streets. Starting from a simple brief for some banner ads to promote Monopoly City, a new board game from Hasbro, we created a revolutionary online game that changed what was possible in the digital space and got the whole world playing. By creating an industry-first mash-up game with Google Maps and inviting gamers to play with their own City’s streets, we made local bragging rights a central part of the game. It worked and the game went viral on a global scale. By the end of the campaign, the game had over 1.4 million players from all around the world; been covered by news outlets from the BBC to CNN; ranked in the top 20 biggest online games in the USA and the Monopoly City board game had sold out of shops everywhere. All for zero media spend.
- PAINT THE TOWN BLACKA spray painting robot, controlled through Facebook Tasked to drive Facebook fan growth while raising awareness of musical events celebrating the founder of Guinness, the creative challenge of Arthur’s Day lead us to do something totally new. Our creative technologists designed and built a one-of-a-kind motorised robot that hung in front of a giant canvas and spray-painted a portrait of the stars of Arthur’s Day. The robot was controlled by Facebook Fan interaction, each fan claiming one tiny pixel of the completed piece of art and spreading the word about the campaign on their Facebook walls. The robot travelled to a variety of Guinness’ key markets and it was a smash hit. Over 10,000 people in over 100 countries claimed a pixel and the campaign got prime time coverage on Singapore TV, where alcohol brands are not allowed to advertise. Best of all, Guinness gained over 32,500 new Facebook fans.
- GUINNESS STOREHOUSEConnecting the World to the Home of Guinness Guinness asked us to create a digital experience that connected the annual million plus visitors to the Guinness Storehouse to the Guinness digital community. We answered the brief by creating three world-class signature digital experiences that invited participants to explore and connect to the world of Guinness. Firstly, the Global Community Map wall creates top level social engagement by allowing visitors to interact with a high definition digital globe, create personalised messages and connect to their local Guinness markets through their Facebook accounts. Secondly, a giant multi-display Infographic Wall that uses beautifully crafted 3D animations to communicate a variety of stories, facts and figures and fun quizzes about the historic Guinness brand and products. Lastly we produced the Guinness Academy Photo Experience, to give visitors a beautiful digital memento of the moment they learned to pour the perfect pint and help remind them of their visit. We achieved an 81% increase in customer satisfaction with over 51,000 messages posted since launch. That equates to over 100,000 minutes of active engagement with the brand.
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Projects credited in
- VOLKSWAGEN ID.3Electrifying performance meets groundbreaking design: the all-electric Volkswagen ID.3. photographed on its secret visit to the UK for Volkswagen UK. The concept behind the shoot being that the ID.3 is a 'car for the millions, not the millionnaires' showing a young couple using the car in day-to-day life at home. The images were used for social and and web and can be seen across www.volkswagen.co.uk/electric/id/id-family/id3 and across Volkswagen UK social channels.
- VOLKSWAGEN CORE MODELSThe Volkswagen core models range shot in and around London for Volkswagen UK. We spent a full day with each of the 4 cars in the range: the Polo, Golf, e-Golf and Passat Estate at locations sourced prior to the shoot. The images were used across the Volkswagen UK website, social channels, and throughout retailer garages across the country.
Skills
- Digital Media
- Marketing PR
- Visual Arts
- Art Direction
- Interaction Design
- Creative Direction
- Illustrator
- Photoshop
- Digital Strategy
- Corporate Branding
- Creative Strategy
- Interactive Advertising
- Integrated Marketing
- Interactive Media
Education
MA, Computing Interactive Art
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BA, Fine Art
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