Copywriting
Channel 4 (4Sales)
A social media brief that was primarily reactive in nature, I lent my copywriting skills for the Channel 4’s 4Sales Linkedin page.
Make it Scotch
Creating social 'field cred'
Make it Scotch is the consumer face of Quality Meat Scotland, aiming to educate consumers from farm to fork about Scotch Beef, Lamb & Pork.
I contributed to the creative social content for many years, but the chef’s kiss has to be contributing to the Field Cred campaign – targeting modern ‘flexitarians’ with bold content that started conversations.
Designing for key steak-holders
Variety is the spice of life – especially when said spice is for food content. The art direction was rustic and bold, with supporting images falling within a tailored colour scheme.
On top of this, video content was produced, split between recipe videos, infographics and interviews. For this, I helped with pre/post production, story boarding and editing each short-form video.
Supporting with email & stories
On top of the main social media rollout, I was also responsible for interactive Instagram Story content. I also built the email templates (on Mailchimp) and created a welcome automation. For each of these elements, I designed and wrote the copy. How’s that for streamlining?
Collaborations
A multi-agency collaboration, the campaign was coined by Guy & Co. then translated to social media by my then-agency, Sunshine. I worked with an account director, social strategist, copywriter and videographer.
Agency results
- 4x seasonal campaigns per year
- 2-3% avg. engagement rate
- 7 million reach per quarter on FB.
- 350K video views during campaign period
- 20% avg. email open rate (highs of 40%)
PORTFOLIO
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