Portfolio work
BT Business: site redesign and migration
Content design and strategy contractor on project team
BT were merging two areas of their business and brought in a crack team of content contractors to deliver this huge project in a space of a few months. It required a complete review of existing materials, revision of site architecture, user testing, UX redesign and changes to page templates. I worked with dozens of stakeholders across the business rationalising the product catalogue, devising content hierarchy for new pages, applying content design best practices and improving page search authority. The goal was to create a single, streamlined digital experience for visitors, making it easy to find information on BT products and services.
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Batched approach to systematically review and rationalise enormous product catalogue as part of migration.
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Built out a page hierarchy using performance data and user testing to produce new product page templates using Mural and spreadsheets.
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Existing content was rationalised, rewritten and optimsed for user experience, liasing closely with internal stakeholders to ensure all requirements were met.
American Express: Summer Drop
Innovative Ar game & promotional content
The brief: AMEX wanted to shout about its exciting member benefits and bring these to life via an AR giveaway.
The campaign: We gave audiences a chance to win tickets and prizes in the form of geo-located AMEX gift boxes claimed via AR, using your phone. I worked with designers and developers to build out an AR Treasure Hunt crafting the game UI, instructional text, teaser video script and a series of short-form articles and social posts to create buzz and engagement. Prizes included Wimbledon tickets, Hyde Park gig access and other perks you get being an AMEX cardmember.
The content highlights: The game performed massively well - with a 94% collection rate and hundreds of thousands of downloads. Article content that drove awareness saw significant dwell of 2.5 minutes.
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Copy for ad creative driving folk to sign up to the game
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Worked with designers to create UI microcopy for game experience
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Provided VO copy for a ‘how to play’ explainer video.
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Created short form articles and social posts raising awareness of game to drive sign ups before launch.
uk gov : techcrunch partnership
Tech series highlighting UK unicorns to West coast VC audience
The brief: To increase West Coast VC’s consideration of the UK as a place for investment, and raise perception of the UK’s tech and innovation credentials.
The campaign: A content partnership with TechCrunch that served to inspire primarily US West Coast-based VCs and encourage their portfolio companies to invest in the thriving UK tech ecosystem. We created bespoke expert-led articles, video and newsletter content to inspire VCs to invest in the UK.
The content highlights: Over delivery of 70% while successfully targeting a very niche audience. Client rebooked another campaign.
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Commissioned series of articles to highlight British unicorns and futurecorns ripe for VC investment
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A dedicated interactive mobile-first site produced to house campaign content spotlighting leading and emerging UK tech players
UK GOv : Post Brexit Trade
keeping small businesses updated around new import rules
The brief: Following the UK’s exit from the European Union, The Cabinet Office Communications team wanted to inform and engage with business owners about changes to import rules and to encourage small and medium-sized enterprises to take action.
The campaign: Yahoo Finance created ‘Business Moves’, a branching narrative video presented by journalist Georgie Frost explaining the changes that small businesses needed to be aware of, while directing them to resources on gov.uk where they could find further support.
A ‘Post-Brexit Trade’ hub housed 22 bespoke articles and explainers we created for the campaign, including case studies of other businesses who had implemented the actions required.
The content highlights: Reached nearly 500k importers and traders in the UK with 92% of exposed audience taking action and visiting gov.uk sites for support.
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Brought to life a complicated topic with digestible actions and real-life business insights to support target audience
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Worked with devs, design and video team to build a branching narrative video explainer
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Worked with stakeholders in the cabinet office, government departments, and other publishers involved in campaign to join up messaging, tone of voice, and timings
British Airways: Caribbean Holiday guide
Exploring caribbean islands with articleS, video & custom hub
The brief: BA wanted to inspire and educate consumers on the range of island experiences the Caribbean has to offer by showcasing the individuality of Barbados, Grenada, Tobago, St Kitts and Aruba.
The campaign: We created a content partnership with Yahoo Travel consisting of 20+ articles commissioned from leading travel writers and videos presented by a travel influencer - all aimed at inspiring people to book their next holiday in the Caribbean with BA. We also built a dedicated microsite with interactive map.
The content highlights: An incredible average of 4.5 minutes dwell against a benchmark of around 1 minute. Content hit a sweet spot with the audience and client saw uplift in awareness of new BA routes and positive sentiment.
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Commissioned series of 20+ articles and promotional units
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Provided content framework for development of a custom web product including hub and interactive AR
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Devised a content and promotion schedule to tie into key campaign activation dates
michelin: car connections
Over 1000 pieces of car content created across six markets
The brief: Michelin wanted to be at the centre of those moments when people with a shared passion for autos come together and make a connection. A clear strategy but with numerous stakeholders and global audience this called for a highly collaborative approach.
The campaign: Michelin’s "Car Connections" travelled the world meeting car and bike enthusiasts - from owners of beat-up Beetles to classic Ferraris, filming with Keanu Reeves at the 24 hours of Le Mans and Eric Bana making a connection with Valentino Rossi. It was a rich, engaging area of content that Michelin could talk to with authority and ran in the UK, US, FR, DE, IT and ES.
The content highlights: Ran over two years and six countries, 1000 pieces of content, 34M video views, 40M page views, 1 award.
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Commissioned a fleet of car journalists across the globe to create local stories
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Over a 1000 pieces of content housed across six localised hubs
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Devised a content and promotion schedule to tie into key campaign activation dates and events
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Worked with world famous car enthusiasts filming at Goodwood, Le Mans and Phillip Island, Australia
Paypal : Supporting small business
Supporting Small businesses with case studies & advice
The brief: Many small businesses pivoted their offerings during Covid. PayPal wanted to explore real-life experiences of merchants overcoming the business challenges put in their way, and the support it offers to small businesses. All across multiple markets.
The campaign: We worked with PayPal and local journalists in the UK, US, Canada and Singapore to spotlight on how small businesses in various sectors can better find new customers and grow their businesses - with insights and advice from relevant small businesses in markets, and clear actions and learnings that other merchants can follow.
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Campaign content ran across UK, US, Canada and Singapore with local writers and stakeholders
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Worked with writers sourcing real-life business casestudies bringing campaign content to life
POLESTAR: innovation & sustainability
Sustainability-focused article content partnership
The brief: Polestar wanted to put the spotlight on ‘What Does It Takes To Reach A Zero-Carbon Footprint?’ They wanted a long-term content partner to surface stories around innovation and sustainability to a consumer audience.
The campaign: Over the course of two years we created a number of articles in partnership with Polestar across TechCrunch and HuffPost. We explored how our lives, travel and spending all impact our carbon footprint and showed how consumers can educate themselves about living more sustainably.
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Worked with Polestar to research and create stories aligned with their brand pillars of innovation and sustainability
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Worked with editorial teams on TechCrunch and HuffPost to identify key timings and topics to create relevant content and maximise audience engagement
Craft: Left Foot Right Foot
inspiring storytelling around overcoming adversity
The brief: Craft wanted to strengthen its brand position within the sports, health and lifestyle categories in the US, with an awareness campaign around its concept Left Foot…Right Foot - a call to action to run more.
The campaign: We created a content partnership with US Yahoo Sports and Life, reaching the target audiences through article content we produced tailored to everyday runners and also reaching a broader segment via the lifestyle vertical. We interviewed ultra-running icons including Tommy Rivs to inspire readers to put one foot in front of the other, and run.
The content highlights: This small content partnership delivered over 100K UVs and above-benchmark dwell, 1M social video views and 19 PR stories.
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Commissioned writers to interview two ultra-runners and bring to life their stories for this cool, inspiring small project
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Created copy for social and O&O distribution of this activation
Ford: psychology of performance
How you can learn to focus like a professional racing driver
The brief: Can a simple mental exercise used by Ford racing drivers help give you the focus of an athlete? Performance under pressure is an essential skill in the modern world - whether it’s racing at Le Mans or delivering a presentation to clients. This what Ford wanted a partner to put to the test.
The campaign: Working with leading neuroscientists, psychologists, Ford Performance drivers and technical designers we developed a unique VR simulation challenge integrated with a EEG brain-scanning headset to record driver focus and concentration before and after mental preparation exercises. We then took our results out of the labs with a consumer content campaign across Europe, sharing our learnings with Ford target audiences – from fans of motorsport to folk interested in mindfulness.
The content highlights: This came in two parts. We proved a simple breathing and meditation exercise allowed regular drivers to improve their focus by as much as 50 per cent. The campaign content meanwhile delivered a 16% increase in brand awareness, 17-point increase in brand likeability and 19-point increase in brand perception.
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We took findings of our experiments to consumer audiences on Engadget and HuffPost
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Worked developing campaign / experiment framework with Kings College and Unit 9
Boehringer Ingelheim: This Is Living
Inspiring and supportive health series across UK, US and Canada
The brief: Boehringer wanted to support people suffering from chronic conditions to take back control whilst expanding reach and credibility amongst this community. They sought a content partnership that would inspire people with chronic conditions to take action and empower them to still embrace life during challenging times.
The campaign: Working with health writers, subject matter experts and sourcing real-life stories I created a bespoke, expert-led article series that explored personal journeys and offered professional advice to support and inspire those with chronic condition.
The content highlights: Over 500k UVs to target audience with above benchmark dwell of 2:45M
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Articles series ran across UK, US and Canada
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Tied to client activation dates and integrated into other programs
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Created call to action copy, traffic driving teasers and social posts
