Food Made Good

Social Media Strategy / Creative Direction / Design – Freelance

Client: Sustainable Restaurant Association
Project: Food Made Good campaign

Food Made Good, an initiative by the Sustainable Restaurant Association (SRA) is the world’s largest food service sustainability programme. A global movement working to make every meal served out of home as sustainable as possible.

2020 was an incredibly tough year for the restaurant industry. So Food Made Good launched a campaign to highlight the sustainability achievements of the foodservice community with diners, and to raise the profile of SRA members and drive footfall to their sites. We wanted to celebrate all the incredible things that valued members of the Food Made Good community did to serve better, more sustainable food. Working with local and national press, special interest magazines, and influencers – the mission was to increase reach and get members’ stories heard.

I worked closely with Food Made Good to create a social media strategy for the campaign launch, and was creative director for all campaign assets. From platform, content, influencer and posting strategy – to designing new assets, flyers for the campaign. The result was a beautiful, organic, refreshed feed that not only made the most of campaign assets, but through all the messaging to life and made it relevant and shareable across the whole foodservice community.

foodmadegood social media feed instagram

For the month of October, Food Made Good launched a public campaign to shout about the best in tasty, sustainable food and showed diners where they can get it. They called on all foodservice businesses to post a dish which shouts about sustainability, and made sure those stories were heard and diners were signposted to their doors. ​

Social media was the home of the campaign and I was brought in to create a strategy and editorial calendar for the duration of the campaign, and to creatively lead and design the key assets to support. The editorial calendar and assets were based on several key focus areas: food waste, local sourcing and heroing vegetables.

I also created a strategy and calendar around launching the key launch films on social, and generated additional social assets from existing footage to make the most of available content.

– The campaign social strategy covered key areas including:
– Social campaign objectives
– Editorial calendar
– Platform strategy
– Influencer collaboration and content briefs
– Paid Media

New Balance

New Balance: London Marathon 2019

Freelance Content Director // Bridge & Tunnel

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. It opened up a direct channel of conversation between consumer and brand.

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.

The results:

  • 8.6m social media impressions – up 400% YoY
  • 290,000 social media interactions – up 500% YoY
  • Over 40,000 new Instagram followers
  • 6,400 organic website sessions
  • 4,450 content saves and shares

Moleskine: Fold Magazine

Freelance Social & Content Strategist // Accept & Proceed

Moleskine – Fold Magazine – July/August 2018

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.

After the project wrapped up, I was invited to write an article for Fold Magazine – 8 Ways To Up Your Social Media Game on Instagram.


Travel Guide: Barcelona Wedding

Barcelona Wedding Travel Guide // kamilazawa.com

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.

New Balance

New Balance: #MyFutureSelf

Content Director // BMB Agency

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.

After a global launch in January 2017, I worked to bring the message home to a local UK audience, through 4 bespoke long and short-form films. The first film, released in May 2017, also focused on launching the official New Balance sponsorship of England Cricket.

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.



House of Fraser

House of Fraser: Social Strategy

Social Media Strategist // BMB Agency

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.

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New Balance

New Balance: London Marathon 2017

Content Director // BMB Agency

New Balance wanted to bring attention to their London Marathon expo stand, and get people talking about  the #MyFutureSelf campaign.

Marathon Expo attendees were invited to enter the New Balance video booth and write a note to their future selves. Something to remind themselves of on marathon day.

Their recording was turned into a personalised GIF, automatically emailed so it could be easily shared across social channels.



Yegna: Social Media Strategy

Social Media Strategist // BMB Agency

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.

cover photo

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Editorial Work

Editorial Work

Kamila is a digital content writer for brands, companies and online publications, alongside her own website London New Girl.

Take a look at some of her recent work below.

Samples of published work:

London New Girl features:


Sponsored posts:


New Balance

New Balance: ECB Sponsorship Launch

Content Director // BMB Agency

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.

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