Perth's newest water filtration company wanted to launch their brand with cut-through. They wanted to take a similar path to their competitors in highlighting the downsides to your health of drinking and bathing in tap water but didn't want to become a "health company." I created a brand strategy around 'Cleaning up Perth's water one house at a time.' Then created a platform out of it that highlights what's in Perth's tap water and gets people questioning why they're still drinking it. I did this with a tongue-in-cheek line that says it's "tapped" if they still do. The results have been overwhelming positive with a steady stream of warm leads booking their free at home water test – the campaign's CTA.
Perth's newest water filtration company wanted to launch their brand with cut-through. They wanted to take a similar path to their competitors in highlighting the downsides to your health of drinking and bathing in tap water but didn't want to become a "health company." I created a brand strategy around 'Cleaning up Perth's water one house at a time.' Then created a platform out of it that highlights what's in Perth's tap water and gets people questioning why they're still drinking it. I did this with a tongue-in-cheek line that says it's "tapped" if they still do. The results have been overwhelming positive with a steady stream of warm leads booking their free at home water test – the campaign's CTA.
I contracted to the youth athlete start-up Mentoring The ELITE where I created the overarching Brand Strategy & Social Strategy, their go-to-market Channel & Marketing Plan, their USP, Brand Pillars, Brand Personality & TOV, and helped secure $250K in funding with my Brand Strategy pitch document used as a sales tool. Plus, ideated and created campaign assets for social, print & CRM.
To help solve the downturn in sales The Art Series Hotels experience in Summer, we needed to attract more leisure travellers. Our solution, The Overstay Checkout. An idea that did away with the 11 am checkout rule and allowed guests to stay on for free until their room was needed for the next guest. This meant that if no one was booked in the next night, guests could stay another night for free. And if no one was booked in for the night after that, they could stay again and again, and theoretically, never leave. The campaign exceeded room night targets, and it created global PR – Including Serena Williams tweeting about it – and numerous guests shared their stories of staying for free on their channels. I was lucky enough to work with a great team on this campaign, which picked up a Silver Cannes Lion, A Gold Spike, A Gold, Silver & Bronze Effie, A Gold ADMA and The Warc Prize for Innovation in 2013.
I was asked to help set the tone and write the copy for an exciting fin-tech start-up called Cleva.
The brief was to make their financial messaging un-financey, while still getting the important details across. I wrote their in-app copy and their website copy.
We were tasked with the challenge of naming a new online Super company http://www.tomorrowsuper.com.au/ among the new wave of tech-focused Super companies cropping up. Tomorrow was the chosen solution – highlighting its core product benefit – making a better tomorrow.