About: Voxi is a mobile network designed for those who love to scroll. An affordable pay-as-you-go sim provider, Voxi tried to appeal to younger audiences offering unlimited data for social media apps. Despite having a social media at the core of its value prop, Voxi’s approach to advertising was very traditional- leading with big TV spots.
Responsibilities: As a social strategist, I was responsible for adapting above the line campaigns for social platforms, primarily Meta and Youtube. In this role, I worked to push the brand beyond simple TV cutdowns for social, building out unique social-first briefs led by data and insights. Outside of campaign work, I redesigned the quarterly brand reporting system, adding more strategic rigor, insights and optimizations for senior stakeholders.
In 2023, I led social strategy for a multi-million dollar repitch, expanding the agency’s remit and enshrining social-first to the brand’s marketing. I defined core audiences & insights, built integrated consumer journeys, crafted content pillars, and helped design an new agency model to deliver modular content at scale.
Impact: Increase in consideration, increase in creative testing scores, restructuring of brand creative with social at the heart.