About: Vodafone was one of the UK largest telecommunications businesses, and one of Ogilvy’s largest clients. They focused on traditional brand building efforts with a TV-first approach. As social became more important to their marketing efforts, I helped guide Vodafone’s social strategy to become more relevant to its audience.
Responsibilities: From social-first content announcing new iphone exclusives, to adapting massive tv commercials, to launching CSR initiatives– I served as the social strategy lead across all UK campaigns. I led the development of paid advertising creative to bridg the gap between above-the-line and social communications. To this role I brought a new focus on incorporating listening data to inform campaign strategies, leading to an increased role for social in the brand’s marketing mix.
Overseeing a team of junior strategists and data analysts, I developed Vodafone’s social brand strategy at an enterprise level. Through uncovering deep audience insights, building new consumer profiles, crafting content pillars and identifying key growth opportunities for the business, I helped unify the brand’s social presence.
