#WorkThatWorks
A six month social media training company specializing in getting mums back into the work place so they can create flexible careers that fit around family life.
After having my second child and not been part of the work force for a couple of years I wanted to do something that would get me up to speed with all things social.
I wanted to be equipped with the most up to date digital skills needed for any role I might take in the future. The social media Associate Programme that I completed gave me real life experience whilst completing the course. You are partnered with a client and manage their social media. In addition to managing the client you are required to complete several modules and assessments over the six months.
The course entailed the following;
Social Media Trends
The ins and outs of Facebook, Instagram, Twitter, LinkedIn and Pinterest
How to establish a Tone of Voice
Influencer Mapping and audience segmentation
Content strategy, creation and how to design an integrated campaign
KPI development and analytical tools for measurement
Part time not part ambitious ; )
I have over 10 years experience managing some of the most iconic brands in award winning agency’s. Having children and taking a few years out of the office should not mean that I have to start from scratch. I did this course with an ambition to arm me with additional experience that will help me find work that works for me both professionally and personally.
Social Media Strategist
As part of the 6 month Digital Mum training I was given the client Latimer Group. Latimer are an agency based in London who are renowned for their co-creation. They help brands and organizations connect with audiences through unique communities.
Throughout the training I was responsible for managing their social media output including their strategy and content on Twitter, Facebook and Instagram. At the time, Latimer had 8000+ followers on Twitter, 3,500+ followers on Facebook and 1500+ on Instagram.
As Latimers social media strategist I was responsible for;
- Identifying their target audience and developing user personas
- Designing and delivering a targeted multi-platform social media campaign across live channels
- Identifying, approaching and engaging with key social media influencers
- Developing social media-specific content strategies to target audiences
- Creating and designing content
- Using data and analytics to report on key performance indicators, generate insights and act on them
- Set up & run targeted social media advertising and interpret results to make informed decisions around future strategy
https://www.latimergroup.org/
Key account lead for all of Coca-Colas digital, online and social activity as well as all of the Teen Business.
I was responsible for attending to the day to day clients needs, in addition to managing schedules, deliverables and budgets and ensuring throughout that all were in line with the creative ambitions of the team.
Whilst working at Wieden and Kennedy one of my biggest accomplishments was the overhaul of Coke’s Social Media.
I was responsible for transitioning all the platforms from another agency and seamlessly integrating the new strategy and content direction to make Coke social the benchmark for other accounts.
I was tasked to work closely with Project Managers, Digital Strategists, Studio, Creatives and the clients to ensure that the transition was a successful one and that the growth of Cokes social media went from strength to strength.
In 2012/2013 I headed up one of the biggest digital campaigns for Coke with the launch of Ahh.com.
Our aim? To strategically win over a generation of ad-weary and hard-to-please millennials to the fizzy pop brand.
The idea was to interact with teens and entertain them through their language. We created “The AHH Effect” which is that multidimensional feeling of happiness, satisfaction and delicious refreshment one experiences after drinking an ice-cold Coke. It’s been described as the sound a smile would make if smiles made sounds.
We launched 61 URLs commencing with "ahh.com" and culminating with an epic "ahhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh.com."
Each URL had a game or piece of content that would celebrate the refreshing ‘ahh’ moment consumers experience when they drink Coke.
We all know how much teens like to have their moment of fame so a big part of the campaign was user generated content - encouraging teens to submit creative expressions of what Ahh meant to them.
I worked on Diet Coke as the key account lead managing everything from TV to OOH, experiential, digital and social media.
At that time Diet Coke, were trying to reconnect with their consumers. We created a TV spot that would run during the Oscars and tweeted live from the red carpet. The spot was a nod to all those that work behind the scenes and rely on Diet Coke to stay extraordinary.
Another big initiative I led was their sponsorship with Tribeca Film Festival. The objective was to amplify Diet Coke’s presence at the Festival and put Diet Coke back in the cultural spotlight.
We created an innovative, non-traditional campaign that tapped into the movie-loving spirit of the Tribeca Film Festival. We used OOH, print, social media and experiential marketing/sampling to celebrate both the extraordinary people who create the films and the individuals who attend the festival.
I was the account lead for Nike whilst working at Tribal DDB Sydney.
Tribal were tasked with the challenge of creating and developing an online tool to inform and create awareness about key Nike products.
To inspire young retail sales staff to sell more Nike products, we created Nikeology - the study of Nike.
Staff could learn about the entire range of Nike products and the R&D behind them.
Individuals were encouraged to complete the modules to release prizes. Those who learnt the most became ‘Nikeologists’ and were given rewards and invited to VIP parties and got to rub shoulders with major Nike athletes.
We created not only an online learning program but swag, banner advertising and helped to execute the parties.
Content Director
UBank are an online bank based in Australia. Whilst working at Three Drunk Monkeys I was the main lead on the account.
They are owned by National Australia Bank and back in 2009 they wanted to create awareness about their USaver Product.
We rolled out a campaign under the tagline “Saving is the new spending” in an effort to push the message that the days of consumers spending beyond their means are behind them.
The creative showcased people living and spending above their means, featuring savers who choose to forgo unnecessary luxuries for a high interest savings account.
The brief was to celebrate the power of classic rock in a way that positions this unique radio station as the spiritual home of classic rock in Australia.
The solution was; Classic Rock Lives.
We all know the quality of ‘70s and ‘80s rock is so good it will never grow old. ‘Classic Rock Lives’ was born out of Classic Rock FM’s timeless music positioning. It was a positive and upbeat way of showing that Classic Rock FM believed in rock music, and that they’ve dedicated themselves to it 100%.
