Social
Rightmove: Selling Sunderland
The mission: Prove the UK’s no.1 property site has a great range of homes – from the budget-friendly to the LA-style swanky – with a script for its new social-led PR campaign, ‘Selling Sunderland’.
The script needs to parody hit Netflix show, ‘Selling Sunset’, introduce three Sunderland houses on the platform, highlight the city’s best qualities, spotlight three real local estate agents AND mirror the tone of one of the UK’s biggest reality TV stars – Charlotte Crosby. All in 90 seconds.
The method: I set out by researching Charlotte: binge-watching recent Reels, YouTube videos and TikToks, and taking note of her signature sayings. Next, I viewed several clips of Selling Sunset, jotting down key phrases and recurring lines.
I then looked into Sunderland’s best attractions and the real amenities unique to each Rightmove property Charlotte was set to show her ‘viewers’. As I wrote the script, I left comments explaining how this could play out on screen, working closely with the film team to bring it to life.
The magic: It went viral. Raking in 1.7M+ views across socials including 18k+ likes on Instagram, 33 pieces of coverage including six UK national publications.
The campaign also resulted in a significant, multi-hundred percent surge in searches for properties in Sunderland.
Check out the full video or (if you’re short on time) the edited Instagram.
NB: Work completed with Smarts Agency.
Smarts Agency: International Women’s Day
The mission: Show off Smarts Agency’s progressive employee benefits for women and prove they’re down with culture by tapping the viral 2024, “I’m a ___. Of course, I ___” social trend for International Women’s Day.
The method: I jumped on a call with the Smarts marketing team and brainstormed both typically 'girly' and unexpected things women at the agency do — cue dragon boat racing, boxing, and being the Global CEO of a highly successful creative and PR agency. I finessed the examples, adding extra comedic value, and structured the lines to take viewers on a journey.
The finale? The Global CEO showing who runs the show. I then drafted a suitably sassy caption highlighting Smarts' progressive employee benefits.
The magic: The post got 184 likes and plenty of positive comments – making it one of Smarts’ most successful Instagram posts to date.
Watch the Reel.
Fresh Student Living: Charity Week
The mission: Score a PB with new key messaging for Fresh Student Living's 'Charity Week' – a campaign rolled out across 60+ student accommodations to raise funds for mental health charity YoungMinds. The aim is to get students active, clock up 10,000km collectively, and beat last year’s fundraising target. The messaging needs to work across the entire campaign – from email comms to editable poster templates to social assets. The social assets are showcased here.
The method: I researched the different ways students could clock up the kilometres – swimming, running, cycling – then drafted short, punchy copy for the assets along with example captions for accommodation teams to use. I leaned into sensitive yet playful mental health wordplay like 'Help others stay afloat' for a swimming event (perfect for lucky students with pools at their accommodation), and tapped into pre-pandemic 2020 meme culture with 'Running from my uni assignments for Charity Week like…' to connect with the residents. I then worked with the designer to bring the copy to life with vibrant visuals, managing approvals from start to finish.
The magic: All 60+ accommodation managers used the suite of assets to promote their events. And the campaign didn't just beat the previous year's fundraising target, it doubled it, raising a record-breaking £4,000 for YoungMinds.
NB: Fresh Student Living have now rebranded to Fresh.
Diageo Bar Academy & Bushmills Irish Whiskey: Social Posts
During my time at Smarts Agency, I also crafted Instagram posts for the leading bartending training platform, Diageo Bar Academy, and Bushmills Irish Whiskey.
For Diageo Bar Academy, their tone of voice on social is colloquial and energetic, with plenty of alliteration aiming to grab the attention of time-poor bartenders with a spare second between shifts. For many, English is their second language, so keeping the word choices simple and accessible was key.
Bushmills Irish Whiskey’s tone is witty and grounded in their Irish roots. The post below nods to their 'STAND' platform, which had just launched – anchoring the 'Standing since 1608' message while keeping the focus on the awards.
Scroll through and click any that catch your eye:
Jiffy: Social Posts
At Jiffy (originally an on-demand grocery store), I created energetic, bright orange Instagram feed posts for key campaigns including their first Tesco Price Match and Easter competition. I also worked on In-app and Instagram Stories content featuring company metrics and entertaining customer feedback.
Here are a few examples to give you a taster:
Bicycle Day In-App and Instagram Stories
Tesco Price Match Announcement
Easter Competition