Worked for RY agency in Shoreditch on their client - Tetra Pak
REQUIREMENT: Radley Yedlar (RY) agency collaborated with Samantha on a social media strategy to support a paid media campaign for Tetra Pak. They needed to accelerate the understanding of Tetra Pak’s sustainability ambitions and to demonstrate their effective solutions.
RY had proposed a bold and ambitious digital campaign with creatives to drive action and messaging that encourages conversations in sustainability. It was supported by paid promotions to drive awareness, consideration and leads, led by an external paid media agency.
RESULTS: Dealing with multiple stakeholders, Samantha:
- Worked closely with in-house creatives on asset variations for testing to create an efficient global rollout
- Created social copy with copywriters
- Worked with the paid media company on their campaign structure
- Fused ideas from the sustainability consultant
- Incorporated all of the above to bring together RYs campaign vision to be presented to the client
Phase One: Growing awareness amongst informed consumers, decision makers and policy makers across the industry, current and potential customers.
The first phase covered the awareness campaign for all Tetra Pak audiences.
It was a five-week campaign of testing creative and optimising the message with a large variety of creatives and messaging on specific social, search and native platforms.
Phase Two: Change in messaging and creative to generate consideration and lead generation for potential sales only.
The second phase is a consideration to conversion campaign for current customers and potential customers.
This was a four-week campaign of digital storytelling using the creatives to build a four-pillar messaging structure. The target audience viewed the pillar most relevant to them first before being lead through the other pillars. Pillars are segmented by the target audiences’ job title and interests.
While this audience were seeing the consideration ads they were also being targeted with lead-generation ads.
Phase One Awareness creative: Twitter video examples (click to watch)