VOGUE X Simply Be - Brand Reappraisal
Problem
The brand needed to drive consideration as a more credible partner to work with in an attempt to target more relevant celebrities and influencers as part of the brands outreach programme and strategy.
Idea
Showcase the brand in a high fashion environment such as VOGUE typically associated with designer brands, with a view to disrupt and inspire.
Lead a bespoke shoot - 6 page feature in print, and create inspiring fashion-first content across VOGUE's platforms and key models, influencers social channels.
Produce engaging fashion-first video content for use across social
Results
Brand awareness and consideration of Simply Be’s product offer uplift
Signposting trends enabled Simply Be to shift brand perception
Market share – sales from new customers who had not yet shopped with Simply Be tracked at +29% from week one of go-live.
Product sales increase - coat featured in print sold out in 12 hours
On-site searches uplift
On-site searches uplift
Brand Sentiment x 3
Simply Be - Fit For An Icon
Problem
The brand had little awareness that they cater to women of all sizes, but did not want to exclude existing customers. Key categories: Coats, Denim and Boots to drive this challenge.
Idea
Create an ATL campaign executed across unique online and offline touchpoints, including flyposting, direct paper mail, and the creation of a high-fashion-focused microsite, complemented by seamless omni-channel delivery.
Results
Flyposting landed around key locations including London Shoreditch and Manchester Central - picked up organically on Instagram and LinkedIn.
A multi-purpose high-fashion microsite created, with longevity drove new customers by +13% in the first week of launch
Brand re-appraisal and consideration with credible influencers and celebrities open to brand collaborations.
Bodyform x Nicola Adams
Problem
Research conducted by the brand found that over half of women don't feel protected in their daily lives. This insight highlighted an opportunity to position the brand as a solution provider in a purposeful way, driving greater product relevance and recognition.
Idea
PR and social -led campaignto create a range of online content to support the shocking survey findings and support women.
Partner with a celeb, Nicola Adams to further validate the content and create momentum.
Partnered with micro and nano influencers inviting them to gather content at a class run by Nicola Adams.
Results
Highest social reach for Bodyform campaign to date.
Influencer content targeting new audiences for the brands, responding with positive sentiment.
Over 99 pieces of national press coverage, including a 6 page spread in OK! featuring branded imagery.
Amplified shopper marketing and in-store activity, brand awareness.
JD Williams X Wellness Campaign
Problem
Limited awareness of the wide range of sports products available at JD Williams.
Idea
I led the project management of a wellness campaign, teaming up with brand marketing and our in-house creative team to create an ATL-style campaign for BTL channels with limited budget. The campaign busted myths by featuring mid-life women in unexpected wellness scenarios, all while showcasing the brand’s product range and variety suitable for this demographic.
Results
ATL worthy content with longevity suitable for use online and offline channels, driving value for the brand.
Socialability and brand sentiment uplifts +4
Brand and product awareness, supporting buying stakeholders ability to sign new brands.
Sales uplift - brands featured in the campaign saw increases in sales of upto 63%
Food & Drink Brands
Problem
Brand and event awareness/attendance for TASTE clients.
Idea
Supporting TASTE's campaign ' Making the Coconut Cool' as VitaCoCo was launched in the UK via media sell-in's and product drops - a brand building piece to build Vita CoCo as the brand that built the category.
Product drops for MOMA encouraging Londoners to swap their fat filled croissant for a free MOMA breakfast at pop-up breakfast booths around London stations.
Manage the journalist and influencer list for London Restaurant Festival with regular check-ins to encourage attendance.
Results
Brand awareness, press coverage and brand sentiment uplift.
Food + Drink Brands - Marketing and Campaigns
Problem
Encourage corporate membership and partnerships to support the UK based charity.
Idea
Sponsored and bespoke events with corporate partners - National Vegatarian Week and Tesco.
Creating joint marketing and brand awareness opportunities including feedback panels, events and digital partnerships.
Actively working with corporate members to optimise PR and marketing opportunities.
Results
Over 250 corporate members including large brands such as McDonald's.
National Vegetarian Week 2014 was sponsored by Tesco.
£ money raised via partnerships goes towards the charitable work by the organisation.
Brand Awareness - logo featured on 1000's of products globally.
Yumsh Snacks - Brand and Campaign Management
Problem
Launch brands including Ten Acre Snacks, Tango Popcorn and Bean and Pod chocolate with purpose and a view to increase brand awareness and sales both B2B and B2C
Idea
Strategic brand launches, event attendance at the biggest food and drink exhibitions, partnerships and celebrity endorsments.
Results
After just four years of launch, Ten Acre Snacks exported to 40 countries and was chosen as an export champion for the Department of International Trade.
Ten Acre Snacks won numerous industry awards including Best Food Product of the year at the Speciality Food Awards.
Yumsh Snacks brands together increased stockists in the UK including Waitrose, Holland & Barrett and CostCutter as well as a number of independent shops and delis.
Unique partnerships and collaborations to tapped into cultural moments.
ELLE
Problem
Alongside the consideration piece, how do we show the brands size inclusivity and range of product?
Idea
Lead a ground-breaking Elle magazine front cover showcasing a diverse range of models of varying sizes, all styled exclusively in Simply Be products. This bold statement would celebrate body inclusivity and position the brand as a champion of fashion for every woman, reinforcing its commitment to empowering women of all shapes and size.
Further support the print with online video content and PR.
Results
Brand awareness and consideration of Simply Be’s product offer, highlighting the range of sizes 10-32.
Market share and Product Sales - Denim category tracked higher for two weeks post magazine publish
Skintones
Problem
Develop an impactful, awe inspiring and thought-provoking campaign that promotes one of the most significant launches for the brand to date.
Idea
Use extensive research to create impact and a competitive standout multi-channel campaign. Quantitative research with a robust sample of women to understand reactions to shade, palette and generating supporting claims. Qualitative research to follow to further substantiate launch claims.
Create a suite of fashion-first assets, stills and video, to support charity partnership CoppaFeel!
Results
Brand awareness - signposting lingerie trends more enabled us to shift fashion perceptions to drive brand reappraisal of our offer.
Drive sales of full price during a period associated with extensive discounting.
Grow market share - attracted sales from new customers who have not yet shopped with Simply Be.
Influence the influencer.
Brand awareness - signposting lingerie trends more enabled us to shift fashion perceptions to drive brand reappraisal of our offer.
Drive sales of full price during a period associated with extensive discounting.
Grow market share - attracted sales from new customers who have not yet shopped with Simply Be.
Influence the influencer.
PR - press coverage including an organic feature on This Morning.
Charity £ - £1 from every bra sold went to breast cancer charity, CoppaFeel.
Channel 4 X E4 Simply Be Brand Partnership
Problem
Increase brand awareness and reach the target audience: 16-34 year old females, with an interest in fashion.
Idea
Channel 4 partnership including 10 second idents before every show aired on channel e4 between 6am and midnight, seven days a week.
Create unique interactive VOD to capture data and interact with the target audience.
Results
Likeability of the idents scored highly year round.
Brand awareness - delivered the key message that Simply Be is a fashionable brand, catering for larger dress sizes without compromising on style.
Brand awareness - delivered the key message that Simply Be is a fashionable brand, catering for larger dress sizes without compromising on style.
Brand sentiment uplift.
ROI increase
About Me
I am currently working on brand marketing with purpose for a leading FMCG brand. I have 10 + years experience across online retail and fashion, leading on brand marketing and TV advertising campaigns for JD Williams and Simply Be.
I've worked for Yumsh Snacks launching and driving digital campaigns and partnerships for food brands. I spent 3 years at the Vegetarian Society where I expanded the reach of corporate partners, led innovative collaborations and campaigns with purpose including Tesco, Innocent, ASDA and Mc Donalds.
I have agency experience where I worked across events and PR activity for food and drink brands including Vita Coco and London Restaurant Festival.
I'm always interested to hear about exciting brand and marketing problems that I can help with.
You can get in contact via LinkedIn