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MY ROLE
THE LEADER OF THE STRATEGY, AND CREATOR OF BPME, A LOYALTY SUB BRAND. RESPONSIBLE FOR DELIVERING A HIGH PROFILE 360 CAMPAIGN THAT WAS ACTIVE OVER A 2 YEAR PERIOD AND ENABLED BP TO OWN THE RELATIONSHIP WITH 6 MILLION OF ITS CUSTOMERS.
WINNER OF TWO PERFORMANCE MARKETING AWARDS 2018 & 2019
The Marketing Performance Award (UK) for 'Best App Install campaign'
The Marketing Performance Award (UK) for 'Best Lead Generation campaign
building a digital first relationship
bp is an iconic brand but has a turbulent relationship with the public, and even it's own customer base. Is it really POSSIBLE FOR A corporate giant KNOWN FOR DESTROYING THE PLANET TO HAVE A POSITIVE RELATIONSHIP WITH THEIR CUSTOMERS?
The answer is yes, of course
because everything is possible, BUT IT WAS NOT AN EASY shift AND REQUIRED A NEW SUB BRAND THAT WAS PERMITTED TO BE MORE PLAYFUL LEVERAGING THE RELATIONSHIP THAT CONSUMERS HAVE WITH THEIR LOCAL FUEL STATION.
A NEW BENCHMARK FOR CONVERSION RATES
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MOST PEOPLE THOUGHT THIS WAS A JOKE
ANNOUNCING THE DYSON ZONE the DAY BEFORE APRIL 1ST DID LITTLE TO ASSIST THE LAUNCH OF A PRODUCT SO DIVISIVE.
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THIS WAS EITHER A MASTER STROKE OR A DISASTER, BUT IT CERTAINLY ALLOWED US TO MEASURE CONSUMER RESPONSE QUICKLY.
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THIS
This is not an april fools joke
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30 MARCH 2022
DYSON -
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20,000 POINTS OF SALE GLOBALLY, AND 500 OWNED STORES ALL NEEDED TO BE SYNCED AND READY TO SHOWCASE THIS GROUND BREAKING TECHNOLOGY.
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SUPPORTED BY INFLUENCERS, PR, DIGITAL CAMPAIGNS AND AN ONLINE BOOKING SYSTEM ALL CAME TOGETHER TO ALLOW CONSUMERS TO TRIAL AND DECIDE FOR THEMSELVES.
A SUCCESFUL LAUNCH OF THIS PRODUCT RELIED HEAVILY ON HANDS ON DEMO
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WAS IT A SUCCESS?
dYSON USED THIS PRODUCT AND THE HYPE SURROUNDING IT TO ENTER THE AUDIO CATEGORY, AND BASED ON RECENT REVIEWS YOU HAVE TO SAY THIS LAUNCH DID EXACTLY WHAT IT WAS MEANT TO DO.
Yes, the Dyson OnTrac headphones are worth the money
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