The My Future Self campaign showcases the true individuality, grit and unparalleled persona of New Balance-sponsored world class athletes. Through their own words, reflections and inner strength, they inspire athletes everywhere to unrelentingly pursue the best version of their future self.
As well as the films, I’ve also worked to launch a #MyFutureSelf influencer strategy, experiential activations, a sports partnership launch, social launch strategy, website hub, and an ongoing ambassador program. A truly integrated project.
Through research, stakeholder interviews, immersion sessions and workshops, I worked closely with House of Fraser to deliver a bespoke, comprehensive social media and content strategy.
Identifying the brand’s social behaviours, setting frameworks for social planning and measurement, and establishing internal processes helped create a uniform, unique and effective social media presence.
Yegna (yen-ya) is a multi-platform culture brand inspiring positive behaviour change for girls in Ethiopia.
Through storylines that confront real-life issues such as early marriage, violence and barriers to education, the Yegna drama, music and talk show are challenging the way people think about girls – and the way girls think of themselves.
I worked with the team in Ethiopia to develop a robust and comprehensive social media strategy to help the Yegna brand reach and engage with a wider audience.
After the first month of activation, the brand started to see immediate results of increased interaction, positive conversations, higher reach and more engaged audiences.
This social, digital and experiential campaign launched New Balance’s partnership with the England and Wales Cricket Board (ECB), replacing Adidas as official kit sponsor.
The overall brief was to activate New Balance’s global campaign, My Future Self, to increase brand consideration in the UK. With this film, we also wanted to bring awareness and excitement to the new sports partnership.
The ECB film below, the first layer of a 6 month UK campaign, launched on 2nd May 2017 to coincide with the unveiling of the 2017 England Cricket kit.
Capturing cricket in a new light, the film, entitled ‘Dear 677’, is an open letter from the current England team to its next player and to future generations of English cricket.
Over the next six months, a further three long-form films featuring New Balance athletes Joe Root, Heather Watson and Callum Hawkins will roll out. These will complement shorter-form social content featuring New Balance brand ambassadors and influencers Shona Vertue, Fran Halsall and Pennie Varvarides.
Content will be distributed extensively across social media, with formats created and optimised for Facebook, Twitter, Instagram and Snapchat and supported by the hashtag #MyFutureSelf to encourage user engagement.
With a goal to increase social and PR noise around the launch of a brand new product line for Batiste, we set out to inspire, entertain, persuade and educate consumers about the new #BatisteStylist range.
An influencer vlogger campaign, digital seeding program, social competitions and key in-stream placements saw the campaign reach almost 20 million consumers and smashed through KPIs with 710 x more video views than anticipated.
To be visible in a social world saturated with branded content, Siemens needed to act differently. Not just from its competition, but from the often over-traditional and corporate way they’ve behaved.
To compete for talent with the likes of Google and Apple, they needed a fresher face and approach.
I worked with the editorial team at R/GA London to launch a program telling the rich and varied stories of Siemens employees and their remarkable work in an original way. The goal? To change perception and drive consideration of Siemens as the ‘employer of choice’ in the post-digital world.
Social Media Account Director, Content Director // BMB Agency
New Balance Toughest Opponent campaign looked at the battles we fight with ourselves. The doubts that stop us from pushing harder, the voice that tells us we’ll never be good enough. There is no greater opponent than the one inside your own head.
Alongside the 5 hero films, I worked to create a fully integrated campaign strategy, influencer campaign, website Hub experience and social UGC competition. I also managed a media partnership, e-commerce support and ongoing social media activation.
The 2016 campaign achieved more than 17.1 million video views, an 89% VTR across all ads served, and 5.3 million engagements on social media.
The Batiste Yes You Can campaign bucks the trend of the conventionally bland and unrealistic representation of women in beauty advertising. It injects some humour and shows young women saying yes to life’s spontaneous moments and styling them out with confidence.
I worked closely on the pitching process, strategy and execution of this new brand platform launch, which has been seen in over 60 countries around the world, including EMEA and the US.