Portfolio
- 1. Portfolio –strategy director Ged Carroll renaissancechambara.jp/work-with-ged-carroll
- 2. Hi! I am a brand and creative strategy director. I have worked in agencies, in-house and freelance. I have built up expertise working across sectors in Europe and Asia with a variety of brands. The following case studies are a small selection of the work I’ve done. Feel free to contact me to discuss your strategy needs further.
- 5. Case studies Click to be taken through to a relevant section: • Consumer marketing • Consumer health marketing • Health marketing • Public service campaigns
- 7. Huawei How do you promote ‘premium’ smartphones to consumers around the world and achieve this without Apple’s budget? • Market research found that premium materials and differentiated software was not enough • Huawei was perceived as technologically sophisticated but considered a value rather than premium product How did we do it? Create ’content without borders’ that matched aspirational audience interests • Promote to tech forward consumers – network analysis revealed the most influential online sites around the world who discussed Android • Paid brand partnerships with fashion Instagram accounts and extreme photography duo ‘On The Roofs’ • Advertising spend to amplify brand content • Display and native advertising on BBC Worldwide web properties resulted in 61% in brand uplift
- 8. The National Lottery How to engage the middle classes so that they consider purchasing lottery scratch cards? • ‘Instant’ scratchcards are often associated with poor people in the UK and are perceived as downmarket – with the bulk of purchases taking place in independent retailers. This leads to a negative image amongst many consumers How did we do it? Make scratch cards seem less downmarket and more like a fun present. Use the Christmas season to create a purchasing moment • Promote scratch cards as the ideal office secret Santa gift or company Christmas party favour • Scratchcard application within Facebook, with free prize and social sharing mechanism • Supported with Facebook advertising • Scratchcards saw a 5% uplift in December from supermarket sales
- 9. Social network hosted giveaway Custom-created online scratch mechanism. We wanted a scratch mechanism to educate entrants on how an Instant scratchcard worked
- 10. New Balance How do you successfully re-enter the soccer market for the first time in 30 years? • Engage with 17 year old males who are passionate about their footballing performance • Need to cut through in a marketplace with giant established sports brands How did we do it? ‘Growth hack’ a sports apparel brand • Grassroots buzz – beta testing for sportswear, The Blackout Squad. An idea that Adidas went on to replicate with its ‘Tango squad’ • Social-first approach to marketing, building on passionate football-based networks across Twitter and YouTube. • Collaborative partnerships with the 30 most influential grassroots football media around the world and utilise sponsored players networks • Differentiated tone of voice, not about the elites, but about becoming the best you can be. Being an authority rather than voicing aspirations
- 11. Announcing the Blackout Squad Partner product reviews
- 12. Oakley How to successfully launch Oakley prescription glasses frames in Hong Kong? • Hong Kong was an attractive market for Oakley, with between 1 in 10 and 1 in 6 Hong Kongers wear glasses from the age of six. The Hong Kong glasses market was worth US$600 million and growing just under 7% CAGR with a plethora of existcompetitors • But at this time Oakley didn’t have Hong Kong-based athletes on its roster How did we do it? • Partner with glasses-wearing Hong Kong influencers and stars to launch a photo hunt competition • Launch the photo hunt competition to build a Hong Kong-specific CRM database • Use CRM to direct prospective customers to their local Oakley frame stockists Social network hosted competition
- 13. Philips How do we improve direct sales of Philips consumer electronics products internationally? • Philips sold 100 million items every year that were then registered for warranty purposes online. The company had a wealth of information that wasn’t used • Instead the bulk of these sales continued to come through ever more powerful channel partners How did we do it? • Use the information that we had in the CRM system. Segment customers based on their personal values using third party data and then use life stage ad triggers to start new sales cycles • Prototype a user journey for a ‘family orientated mother’ archetype to be as a proof of concept for Philips. This showed relevant content in relevant formats that would provide an engaging customer experience
- 14. Email Mobile web Desktop web
- 15. Tommy Bahama How do you successfully introduce Tommy Bahama’s island style living to Hong Kong? • Hong Kong is an international city. For much of the year it has a similar climate to a Florida summer and a middle class that live their leisure time by, or on the water. It was considered an ideal location for international expansion • We needed to reach middle class Hong Kongers to encourage them to try ‘island living’ How did we do it? Work with influencers to articulate a Hong Kong version of Tommy Bahama’s ‘island living’ in keeping with fashion and hospitality norms • Provide a better online experience that acts as the ‘brand embassy’ online. • Marketing communications mix that fits local sensibilities including social and OOH • Build a CRM database of customers with a view to increasing repeat store visits and purchase
- 16. Desktop web experience Wrapped tram as OOH media
- 17. Unilever How do we increase brand exposure of a €1.3 billion ‘super brand’? • Unilever’s Family Brands of margarines and related products have been stalwarts of Unilever’s offering around the world but were losing market share • There is a need to reach millennial Mums across 23 markets around the world, highlighting family moments like baking with children How did we do it? • Meet Mums where they are, by providing a better online experience that acts as the ‘brand embassy’ online. Build a global web template that can be implemented many times • Move marketing mix towards mobile, social and display advertising. Support the markets with the right digital assets • Make TV advertising that will work around the world (DE, MX) with minimum customisation • Make TV advertising that works for the web. Get digital’s voice heard at the beginning of an advertising campaign rather than the end
- 18. Mobile web Desktop web
- 20. Sandoz How do we drive demand amongst a diverse set of consumers for a range of over the counter (OTC) cough and cold remedies? • A cohesive creative campaign and customer experience is required that will work equally well across 12 middle income countries from Russia to South Africa How did we do it? • Understand consumer nuances and commonalities via research and social listening • Meet the common information needs of customers about coughs and colds, move beyond product information to become a trusted advisor • Develop digital assets to fit the country digital behaviour traits • Make consumer choice easy with a product picker and store locator • Build an omnichannel campaign around a website • Amplify through TV, social and online video advertising
- 21. Mobile web Desktop web
- 23. GSK How do we ensure that the world’s doctors continue to protect children with Infanrix hexa? • GSK’s Infanrix hexa vaccine has seen 210 million vaccines given, protecting 60 million+ children. • GSK wants to retain its status as the current market leader How did we do it? Reinforce doctor’s existing positive behaviour of using Infanrix hexa to protect their infant patients • Create content that highlights the 60 million lives benefiting from the vaccine so far • Positive reinforcement for doctors how have been vaccinating, to continue vaccinating with Infanrix hexa • Brought to life as a film that is shared by sales reps and digital communications with doctors
- 24. Novo Nordisk How to do a global launch of a new medically-proven weight management medication? • People with obesity who where surveyed have tried to lose and keep off weight at least seven times • 7 out of 10 doctors have negative perceptions of people with obesity • The World Health Organisation (WHO) considers obesity to be a major health risk with the incidence tripling since 1975 to affect over 1.9 billion adults • Past attempts at successful weight management medications have resulted in serious health side effects including death How did we do it? Understanding the burden experienced by people with obesity and the doctors who treat them • A creative campaign that informs HCPs about the product AND expresses the freedom that the medication offers people with obesity around the idea of ‘Real Change’ • The campaign was rolled out worldwide including a consumer TVC in the US
- 25. Desktop web iPad-based interactive visual aid (IVA) used by Novo Nordisk sales representatives
- 27. Meningitis Keep Watching How do we create a high impact campaign to reach the parents and grandparents of infants at risk of meningitis? • A survey ran across parent bloggers websites found that the majority of parents didn’t realise the risks of meningitis • There was a realisation that something needed to be done to ensure parents and carers such as grandparents were observant for symptoms How did we do it? A creative campaign that put parents knowledge needs and concerns at the centre: • A campaign film that was successfully shared by parent bloggers as content relevant to their audience • Online video advertising through Unruly Media • Cinema advertising focused on mother-and-baby screenings to create a high impact emotive experience. Ad playable here. • Although originally developed for the UK, the campaign film was redubbed and used by meningitus charities in Ireland and the Czech Republic
- 28. My HIV, my rules, my journey How do we continue to encourage gay men with HIV to take control of their health, financial wellbeing and long term security? • Thanks to improved treatment, HIV is a chronic condition, not a debilitating or terminal condition • There is a generation of middle-aged gay men with HIV ill-prepared for a long healthy life • We had to build on a successful launch campaign to push beyond awareness and activate them to take more control of their lives? How do we do it? Have spokespeople that the audience will identify with • Episodic online video content and tools support the objective with its own site • Paid brand partnerships with gay media outlets and Grindr to amplify brand content • Optimise campaign content based audience engagement
- 29. Desktop website Health MOT: to be completed and downloaded for discussion with their doctor
- 30. Contact me Email: [email protected] LinkedIn page: www.linkedin.com/in/gedcarroll Creds: renaissancechambara.jp/work-with-ged-carroll WhatsApp Portfolio link
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