Web & email
Diageo Bar Academy: Advanced Mixology Masterclass
The mission: Get ambitious bar professionals signed up and glued to their screens for a packed one-hour masterclass on five advanced bartending skills. Hosted by two industry legends – double World Class Champion Jacob Martin and World Class India winner Aashi Bhatnagar – the online class needs to engage bartenders across seven different markets while spotlighting key Diageo brands.
This includes creating must-not-miss-this email copy, a sign-up page and the script – all adaptable for translation into German, Portuguese and Spanish.
The method: Based on high-performing content and search data, I discovered bartenders loved learning about fermentation, clarification, fat-washing and infusion. Who knew bartending could get so sciencey?
I used these insights to nail the Masterclass name, write SEO-optimised landing page copy and develop key talking points for the hosts. I researched each technique, came up with punchy topic names and mapped out what the hosts needed to cover – from introductions to step-by-step demos. I also carved out Q&A slots so the experts could answer questions throughout.
I worked closely with the hosts from start to finish, ensuring the script flowed, covered all key topics, followed Diageo’s Marketing Code (responsible drinks promotion), highlighted Diageo key products and demystified any jargon. Prior to go-live, I led a rehearsal Masterclass, making sure the hosts felt confident with the script and encouraged them to riff a little to keep the dialogue as natural as possible during the event.
The magic: The Masterclass attracted 3,681 sign-ups and the chat was overflowing with 342 positive messages and questions for our hosts. The session went on to become a template for future cocktail classes.
Watch the class here.
NB: Work carried out with Smarts Agency.
Smarts Agency Newsletter
The mission: Keep Smarts Agency’s employees in the loop about what’s happening across its offices from London to New York with a new monthly company newsletter that people will actually read. It needs to show off what the agency’s been up to across the globe with colourful case studies, key HR alerts, new business announcements and employee updates all in one place – creating one connected agency.
The method: I worked collaboratively with a freelance copywriter to establish the tone of voice for the first edition – agreeing that it wouldn’t be just another dry, corporate newsletter. Though we had a good guide from the website, we agreed the internal-facing copy should be more informal to make the newsletter extra warm and engaging.
The project lead gave us case studies to include, and rather than using the titles of the campaigns in the newsletter, I suggested using wordplay like ‘Proven TRRack record’ and ‘A Cause(way) for celebration’ to create intrigue. Then we mapped out other sections for the newsletter like ‘Something for the weekend’ to add extra value, and keep employees creatively inspired and up to date with the coolest cultural events outside of work.
The magic: The newsletter work stream eventually handed Smarts News over to me as the sole copywriter on the project. The first time I drafted it solo, we received our most positive feedback from the CEO yet: ‘Thanks. Love this – who wrote the copy? It is bang on – love the tone.'
The average open rate was 34% and the click-through rate was 7% – outperforming standard benchmarks.
To read an example newsletter, click on the image or click here.
Diageo Bar Academy: Newsletter
The mission: Grab the attention of time-poor bar professionals with must-know educational newsletter content to boost website traffic. The tone of each newsletter needs to be dialled up or down depending on the level the newsletter subscriber engages with Diageo Bar Academy’s content. Think extra creative and eyeball-worthy for those inactive subscribers, and – still super click-worthy – but a little more relaxed for those loyal subscribers.
The method: I ensured I understood the pain points of each audience the content was targeting, and reviewed the web content the newsletter was promoting to identify compelling hooks. I then researched themes surrounding each topic for wordplay inspiration (always following Diageo's responsible drinks marketing criteria) and relevant hospitality trends. To top it off, I crafted interactive email polls for recipients to vote on.
The magic: The global newsletter open rate smashed the industry average of 15-25% for hospitality education content, achieving a 29% OR year on year, with some of my pieces including ‘The coffee cocktail inspo you’ve bean waiting for ☕️📩' boasting a 41% OR.
Here’s some more examples to give you a flavour:
Ireland Six Nations Newsletter: Tackle big crowds HEAD ON with the 7 Cs 🏉🍺
Global Batching Newsletter: Here's your ultimate bartending hack, [Name]🍹😮
Global National Bartender Day Newsletter: This National Bartender Day we’re toasting you! 🍸🎉
NB: Work carried out with Smarts Agency.
CREATE Fertility: Patient Testimonials
At the award-winning IVF clinic CREATE Fertility, I had the privilege of interviewing and writing up the stories of those who went on to have babies. It was important to write their stories with deep sensitivity while capturing each woman's tone of voice, and choosing emotive titles that would give hope to others.
Have a read:
