Social media strategy and management for three seasons of The Grand Tour.
Social lead for the Red Bull Stratos, a scientific mission to 120,000 ft that saw one man jump from a stratospheric balloon and break the speed of sound in freefall.
Given the challenge to make this event bigger than the moon landing, the social strategy was key in making this happen. Understanding that people would go to their favourite video platform or local news station to learn more, the social strategy focused on having the live video embedded on every potential website. Using YouTube, we created an opportunity to live stream the video and to allow broadcasters to take the feed directly for their own sites to promote.
The event drove a record setting 8.4MM concurrent live stream views on YouTube, a record that still stands today. It also drove 7% of all internet conversation on the day including: 3MM+ tweets globally, 6 trending topics worldwide, and over 1 MM Likes (100k shares, 30k comments) across the two Facebook posts.
All or Nothing: Manchester City is an 8-part, behind the scenes documentary that followed the Manchester City Football Club across their 2018 championship winning season.
The social strategy focused on a distributed approach, going to where the fans were to drive awareness. Over 100 bespoke clips were made for the Manchester City team, Man City players, media, partners, and fan groups, tailored to what their own fans wanted to see. This approach drove over 125 million organic views of clips from the show and led #allornothing to trend for 2 days upon its release in the UK, US and ES.
Diving into the conversation at release weekend, 39% of all conversation relating to Manchester City related back to the All or Nothing series. This grew in relation to Amazon, where 79% of all conversation in the UK about Amazon related back to All or Nothing.
Joined the Red Bull team in 2011 to become at first the Global Social Media Manager. Create a social media strategy for all of Red Bull’s own editorial social channels,and increased interactions and impressions 8x in 6 months organically. On top of increasing all channels fans, like the Red Bull Facebook page from 10 million to 35 million, the Red Bull brand was named the #3 Most Engaged Brand via Mashable and the #1 Social Media Video Company by Go Viral in 2012.
The strategy of understanding the audience vs selling your product also showed an uptick in considered purchases by fans of the page from a 2011-2012 Nielsen Study, and has oft been cited as a best in class social media marketing example.
Brand (product): Launch of new products, consumption occasions, advertising, on package integration; Digital brand lead for launch of product in the Philippines
Red Bull Media House products: Film, Television, Print, Mobile Apps, Mobile Service provider, Games
Sports: Event activations, Athlete social media, digital product development
Motorsports: Red Bull Racing and Torro Rosso team strategy, support, and innovation
Culture: Events activations, own culture platforms, opinion leader activations
In order to help celebrate 30 years of club culture in the UK, the Red Bull UK team decided to host 30 clubs in one night, in 30 pods of the London Eye and create 30 live streams. In order to help facilitate this a global partnership with YouTube and Google+ was initiated in order to not only provide a unique live experience but also create a social history of club night memories.
Working with Google+ and the Google creative team, an idea was formed to create this club memories archive where not only could people upload their memories, but the connections of their travels between clubs, DJs, locations and other people could be tracked to allow for an almost infinite discovery path allowing people to delve deeper and across clubs to explore other memories and connections.
Created the social media strategy for The Art of FLIGHT, a new generation of action sports films. With a onsite integration, athlete social media, a socially driven web game along with editorial spanning Red Bull, own film channels and partners - the film landed as the #1 film on iTunes for its first week of release.
Working as the lead social strategist with HUGE, we built an integrated digital initiative that would create a new platform allowing the average person an opportunity to submit an idea to receive grant money, ranging from $5000 to $250,000 for a worthy cause - and working in tandem with offline efforts such as TV, print, outdoor, college programs and retail display.The social aspects created at launch were ahead of most other social platforms of the time including:
One click sign-in using Facebook Connect: An alternative to a multi-step sign-up process, individuals can access the site through Facebook, taking advantage of their more than 500 million active users.
User-initiated sharing: A visual indicator appears after each Refresh Project visitor has cast their allotted votes for the day, prompting them to broadcast their actions on Twitter and Facebook.
Twitter and YouTube widget integration: Grant-seekers can promote their projects through a pre-populated Twitter message or an HTML widget to place on any personal blog or site, all of which make it easy to spread and promote their unique messages. We also allowed people to embed YouTube videos or their project pages.
An action-oriented Facebook application: Facebook visitors can search for current ideas, see what their friends have chosen, vote for their favorite projects, and share them throughout the Facebook ecosystem.
Results:Over 3 billion earned media impressions, as well as nearly five million site registrations and 63 million votes. The number of Pepsi’s Facebook fans has grown tenfold to over three million.
Led the social media team for Amazon Prime Video in the EU. This included direct focus on creating and implementing the strategies for EU produced Amazon Original titles and live events. Supported the EU social media team on creating paid and organic strategies for Amazon Originals produced in the US, films, channels, transaction video on demand, and 3rd party content acquisition.
For the 2014 FIFA World Cup, ITV wanted to launch a digital campaign to support and add value to their extensive tournament coverage. The aim of the campaign would be to not only help position ITV against the BBC credibly, but also drive consumers to the ITV website, boost followers of @itvfootball and create compelling online engagement and get people talking about ITV.
Research showed that not only was football a passionately discussed topic on social media, but more people were filming and taking photos of their reactions to great moments in matches. #goalface was born. A campaign asking fans to tweet their goal celebration ‘selfies’ to @itvfootball during the matches. This strategy would also support ITV’s sponsor Sony, which wanted to show off their new Sony Xperia Z2 phone which featured a higher resolution camera.
The #goalface campaign was rolled out across ITV, launching at first only on @itvfootball’s social channels with further support from other ITV channels. After each game highlight, fans were asked to share their #goalface with the best ones were published on itv.com/goalface. Each #goalface submission was interacted with to ensure fan loyalty with ITV’s coverage and the best of the best #goalface moments were RTed and shown on air during commercial breaks.
To help further the conversation and sharing of #goalface action during the tournament – 4 of the best goalfaces of the day were chosen for the Goalface of the Day Poll. Each vote was encouraged to be shared socially which in turn led people back to itv.com/goalface to be able to vote for their favourites.
The campaign saw more than 50m impressions with a reach of over 7m. The hashtag was used almost 25,000 times and drove 80,000 website hits.
The @itvfootball account saw an increase of more than 75,000 followers during the tournament and #Goalface out-performed the BBC’s #myworldcupseat in terms of overall impressions.
A challenge was placed on how to get our Red Bull athletes closer to their fans. Social media became the answer and the idea of Red Bull Artograph came to life as a unique social experience bringing fans closer to Red Bull athletes through exclusive and authentic 1 to 1 relationships.
Within the first 10 days of launch, with only 4 athletes for the initial roll-out, over 1300 autographs were requested and fulfilled with authentic 1 to 1 dialogue between the athletes and their fans.
Winner: Internet Advertising Competition: Best Beverage Marketing application; Best Sports Marketing application
Working with Diet Coke to unveil the first ever ‘live’ vending machine, Reverb Events helped to create a unique and shareable experience. Before of each of Katy Perry’s concerts at the O2 Arena, this live vending machine was placed outside the arena. A live Diet Coke Hunk interacted with visitors, and each person could win free prizes if they flirted and interacted with the hunk.
The vending machine was installed within a branded set encouraging the public to ‘Flirt for a free Diet Coke’. Following the flirt, the plasma screen flashed up the hunk’s heart rate and the machine came to life revealing the hunk inside and special prizes. Each moment was encouraged to be shared through a branded environment promoting social sharing.
Reverb captured the surprise reactions and the best flirting moments to create a short, shareable piece of content for earned and owned channels. This delivered not only a fantastic consumer engagement vehicle, but also excellent content and imagery that landed national, consumer and social coverage for both Diet Coke and The O2.
Globally Red Bull has thousands of events across the world, from Sound Space concerts to Flugtag to Red Bull X-Fighters events. Although our professional photographers could capture all the moments professionally, how could we encourage more people to share on their own social feeds, their own personal experience? Red Bull Afterparty became the solution.
The Afterparty content hub allows Red Bull’s community to re-live the moment, in the form of a photo-sharing afterparty. Leveraging Facebook’s photo-tagging API, event attendees could tag themselves and their friends in the brand’s official photos.
The UK and Asian Pacific region have utilized the global site the most. 20,000 photos have been uploaded and the most popular event logged 100,000 views of its album.
In 2010, the United Nations Development Programme premiered a new PSA with its Goodwill Ambassadors Didier Drogba and Zinedine Zidane to kick off the 2010 FIFA World Cup in Cape Town.
To support this international campaign, Huge partnered with the UNDP to design and develop a website for the campaign. A full strategic team volunteered their time and passion to deliver the site in less than a week. As part of this campaign, a larger social undertaking was led to create a comprehensive global and local overarching organisational social strategy which was both informational but functional for local teams on the ground.
A complete social strategy, social visual design and approach was created for the UNDP that helped them redefine their social presence and work as a sell-in for local teams.
LOU gathers what the top 150 voices in fashion are posting across your favorite social networks – all in one app.
LOU's content team worked with our fashion advisors to select the most inspirational people and brands to feature. The team then manually select the best stories and images daily to ensure the highest quality of content. It's a shoppable Pinterest without the noise.
Helped shift the social strategy from one that was community management based into a social product design. Worked with the developers to help design the social product road map for the launch of the shoppable social look book. From social plug-ins to social UX of design, advice was given on building a social product vs a social community.
The LOU iPad App was the first product launched at Hunting Season. The goal was to drive traffic to luxury brand websites by turning inspirational social feeds from our curated set of 100+ fashion influencers into one shoppable interface. Responsibility included branding, design, and content strategy.
Freelance for A Hunting Season 2013
Directed press and social strategy for the U.S. Department of State, White House, Facebook, Google, YouTube, MTV and Columbia Law School for the Alliance of Youth Movements Summit in December 2008 working directly with social media movements that affected global political changes.
Broadcast and print coverage for the events including ABC World News.
Agenda of the summit: Slideshare
Press for start up how-to video site which included over 100 press mentions in print and broadcast television in 1 year.
Front page of Sunday Business Section of the New York Times, Sunday, July 11, 2009: http://www.nytimes.com/2009/07/12/business/12howcast.html?pagewanted=all&_r=0
Coverage on ABC Nightline News, video below.
We had a suspicion Man.Utd fans might be missing their legendary former manager - especially if their new one had a run of bad results! Following the 3-1 defeat to Chelsea on a Sunday, we made a special delivery to Man.Utd’s stadium the following Monday morning - a waxwork model of their former manager Sir Alex Ferguson in a glass box with the cheeky message “In case of emergency break glass."
After seeding the images to key influencers, the stunt created a controversial conversation amongst fans, pundits and the media that exploded across all channels. The results were phenomenal: retweeted over 5,000 times, reaching over 50m Twitter users. The Paddy Power Facebook post received 4,500 likes, 1,750 shares and 350 comments. Traditional media channels covered the stunt - 22 pieces of coverage were secured including the home page of the Mail Online, The Sun, Daily Mirror and the Daily Star.
HUGE developed an original idea to make holiday shopping feel more entertaining and less like a chore. The creative idea worked across traditional platforms including broadcast and an online ad campaign that was Mastercard’s largest digital ad spend, resulting in nearly one billion online impressions.
In order to keep the process simple and usable, shoppers set their price point and then answered a few questions about the gift recipient. The Priceless Gift Finder then revealed personalized gift selections with accompanying ratings and reviews. The celebs helped guide the gift selection process, hilariously suggesting not-so-perfect gift ideas before leading visitors to a highly-curated list of Amazon products.
Socially, the build included leveraging Amazon’s API web services platform and Facebook integration to provide specific product data. Shoppers could sign on with their Facebook logins in order to compile lists of their network friends, revealing pre-loaded profile information. The resulting platform made holiday purchases easy for consumers, and in return increased sales conversions for MasterCard.
In addition to managing Pizza Hut UK’s social strategy and customer service channels while working as the head of social for Lexis PR, at the end of 2014 Pizza Hut challenged us to change brand perception and get people to speak more positively about their new menu.
After talking to consumers, we discovered that menu choice is not often logical. Instead, our gut, or subconscious, often plays an important role in what we decide to eat. And so, we decided to develop the world’s first ‘Subconscious Menu’.
Taking cutting-edge eye-tracking software from Sweden, we created a digital version of the paper menu. The first of its kind, the technology assessed in 2.5 seconds which ingredients diners’ gazes engaged with for the longest as they perused the menu. Using a mathematical algorithm, it identified their preferred pizza from 4896 possible ingredient combinations, in another 2.5 seconds, and before they even knew themselves.
National coverage was gained in the Daily telegraph, Daily Mail, MailOnline, Independent, Metro, The Sun, Daily Mirror and Daily Star.
A five-minute TV feature on the globally renowned The Colbert Report was amongst a huge US pick-up.
The campaign was recognised by the Global Innovation Report as the stand-out food industry idea of 2014.
Social sentiment increased 35% across a 2 month period within the UK.
As part of ongoing consulting work with the Coca-Cola company, a challenge was set to our Lexis team to make Diet Coke iconic for lapsed drinkers. Working on an insight from MediaCom that fashion was key for the target 30-49 year-old female, a collaboration with up-and-coming designer Jonathan Anderson, viewed as a future icon, was forged.
To get people talking, this would be the first time Diet Coke would work with a designer to create limited edition t-shirts, totes and notebooks – unique accessories matching the bottle design.
Social activity including working with media influencers organically, experiential events, and press ads helped to drive an organic social reach of 35 million with an overall 70% positive sentiment for the brand during the campaign (a 3x uplift).