social, ecrm & content

To keep up with the EVER growing digital marketing mix, we have to grow with it. One thing that never changeS? the importance of Understanding our audience

Here you’ll find a few favourite examples of this. There are also plenty of other executions across my integrated campaigns in which digital played a major part.

We reached over 1.5 million people across social channels and thousands joined the chance to 'Say it with... Carlsberg'.

Behind the idea: The Carlsberg Newsroom was an award-winning and revolutionary collaborative agency/client approach. The wider team pumped out countless creative and well-timed pieces of digital to the Carlsberg-owned social platforms. I was lucky enough to be involved in this one, 'If Carlsberg did... Valentine's Day', which took the bold approach to sell directly to women (still surprisingly rare in beer marketing). We offered them the chance to answer an age old question, 'What do you get your partner for Valentine's Day?' Well, a Carlsberg Beer Bouquet, of course. 

My original scamps became a series of posts that launched on Facebook and Twitter, and were followed up by a competition which offered a chance to have a bouquet delivered straight to their lover.

Role: Wrote the original adcepts for this unexpectedly targeted series of social posts.  

Agency: TMS London

America’s first and biggest name in last-mile groceries, Gopuff, landed in the UK in 2021 into a cluttered and confused marketplace.

The mission was to launch the brand to new and existing last-minute shoppers, starting by finding its voice (both for the UK and Europe as the brand expands). We needed to compliment the US brand, while toning it down for UK audiences, yet stand out from the crowd while being super clear on what they delivery (as the name gives nothing away).

Strongly focusing on ECRM and social, alongside a big budget OOH launch in the country’s major cities and large sponsorship deals, we’ve made sure Gopuff was hard to ignore.

Behind the idea: Everyman, the men's cancer charity, came to us with a brief and a genuine 'first' of an opportunity. Nationwide Bank had offered them media space on their Cash Machines across the UK. They just needed an idea that could work to deliver a message while you wait for your cash. Rob Auton and I came back with this, which uses the format of a traditional bank machine to offer you multiple choice options. The subject in question however gave the reader a real double-take moment. By way of a reminder, the printed receipts also carried a prompt alongside the text to donate number. 

Role: Developed the idea and script for this experimental digital media.  

Agency: Hooper Galton

Everyman – Viral Idea

Role: Developed the idea and script for this daring viral.  

Agency: Hooper Galton. 

Behind the idea: Another concept Rob and I pitched and sold to our Everyman client was this. The short viral film was to show Jeremy Clarkson brazenly wetting himself on camera. The point of this was not to humiliate, but to draw attention to the then little talked about killer of men, prostate cancer. In fact, it was claiming one man every hour in the UK.

Jeremy's no-nonsense authority and deadpan delivery were exactly what this script needed. When a diary clash meant that Jeremy couldn't do it, we were left with a slim shortlist of men willing to soil themselves on camera. Sadly none of them had the gravitas to carry it off and so the idea was abandoned.