New Balance launched a fully integrated campaign over the 120 days leading up to the London Marathon. Bridge & Tunnel were briefed to develop a social media content strategy to amplify the campaign story and engage a highly targeted audience of London Marathon runners. Our strategy and execution resulted in social media year-on-year increases of 4x impressions, 5x interactions as well as 40,000 new Instagram followers.
As Content Director, I focused on creating and optimising content across all social channels over the 120 day campaign. This included working closely with the campaign’s five ambassadors to create a weekly content series that shared key moments and milestones during their training journey.
Our social coach series, hosted by Team NB athletes and coaches, was designed to be as easily accessible as possible for runners unable to attend London training events to get expert running advice using the Q&A functionality on Instagram Stories.
For 120 days we followed the journeys of the running community on Instagram and initiated a community engagement program that saw us start conversations with over 800 UK runners.
I worked with agency Accept & Proceed on a content strategy piece for Moleskine to support the re-launch of Fold Magazine.
Fold Magazine is a digital magazine by the much loved stationery brand. A place where art meets life. Where cutting-edge talents and international trends shape a new collective imagination. With the contribution of established authors and creatives, Fold explores the process of creativity, in every field, as well as showcasing work from young talents across the world.
My task was to review existing platforms and create a new social content and platform strategy to complement the wider re-launch plan. This included an overview of new content styles, how to share creative, selecting the right platforms and running a social Q&A session at a client-agency workshop.
The goal was to create a Barcelona city guide for wedding guests that complemented the accompanying website and invitations.
I wanted to approach the task in a new way, combining my love of design, travel writing and social media in one space. So I designed and built an Instagram profile as a one-stop-shop for all the information that guests needed when planning their Barcelona holiday. By using a platform that all guests were already using natively for travel inspiration, the profile became the perfect space for sharing information, photography, recommendations and ongoing updates.
The look and feel carried on from the invitations and the save the dates. Instagram Story Highlights were utilised for on-the-go information, arranged by categories like Day Trips and Coffee Shops. Location tags were used to ensure guests could easily find a recommendation on a map, and accounts were tagged wherever possible for further information and guidance.
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.