Leading the team that brought together Media, Strategy, Research and Creative under one roof for the first time in the Irish Market in nearly 20 years. I brought in collaborative workshops that utilised experts in all fields that pitched and won the Lily O'Brien's Advertising Account.
Focused on the UK Market, the Strategic positioning landed on the tension of the Delicious Dilemma which landed on our Creative Platform... "Share Wisely". Chocolate is a saturated category in any market, e.g. Cadbury's dominating the European market with "Joy" and Lindt with Craft, and we knew it would be difficult to penetrate with an Irish brand. Our challenge was to position Lily O'Brien's in a unique way that truly spoke to their target audience.
The Creative Platform came to life with a launch where we utilised our Media experts for channel recommendations e.g. Site Takeovers, Precision Display and Editorial Content across digital media, social media and print with VOD advertising on Youtube. The campaign reached 18% of the KPI target within the first week and continues to grow.
By working in unison with the Media team, we have ensured that Lily O'Brien's has stayed competitive with some of its more illustrious competitors in the market such as Cadbury's and Thorntons. This has also led for the creative to run on TV via and target our audience via the SKY AdSmart platfrom, again bring creative and media together to deliver results.
Focused on the UK Market, the Strategic positioning landed on the tension of the Delicious Dilemma which landed on our Creative Platform... "Share Wisely". Chocolate is a saturated category in any market, e.g. Cadbury's dominating the European market with "Joy" and Lindt with Craft, and we knew it would be difficult to penetrate with an Irish brand. Our challenge was to position Lily O'Brien's in a unique way that truly spoke to their target audience.
The Creative Platform came to life with a launch where we utilised our Media experts for channel recommendations e.g. Site Takeovers, Precision Display and Editorial Content across digital media, social media and print with VOD advertising on Youtube. The campaign reached 18% of the KPI target within the first week and continues to grow.
By working in unison with the Media team, we have ensured that Lily O'Brien's has stayed competitive with some of its more illustrious competitors in the market such as Cadbury's and Thorntons. This has also led for the creative to run on TV via and target our audience via the SKY AdSmart platfrom, again bring creative and media together to deliver results.
The work has featured in various marketing publications, the Irish Sunday Times and most recently The Little Black Book - Click Here and Campaign - Click Here
The latest "Share Wisely" video has been launched, ramping up the campaigns awareness during the Christmas period;
Following work is across supporting channels including the Daily Mail (MailOnline), Stylist, Social and a sample of the photography taken for Lily O'Brien's.
