BRAND STRATEGY
DK Rebrand
In 2019 DK worked with the creative agency Pentagram to rebrand - logo, look and mission statement.
The scope of the project was wide, moving from a traditional illustrated publisher look to a brand proposition that could represent at best the new lifestyle imprints, whilst making sure not to lose the trust of DK's most loyal target audience. As part of this taskforce, I translated the refreshed brand proposition into tangible product feature and coordinated:
- Internal and external brand surveys for research purposes
- The new creative direction to announce the rebrand externally via marketing and PR activity, and which visuals to apply to all 2020 marketing material (local and international markets)
- The Design team to establish international brand guidelines (internal and external)
- Website restructure with the Product team and UX designers, including A/B testing
- Email and social media promotion and further B2C polls at the time of launch
At announcement DK Books achieved +140% social mentions MOM, with SOV (share-of-voice) increase.
The website increased session duration by 18% with a 20% reduction in bounce rate.
Copyright Dorling Kindersley, Penguin Random House, One, Embassy Gardens, 8 Viaduct Gdns, Nine Elms, London SW11 7BW
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Brand Content Studio
Reuters Plus is a custom content studio within Reuters, established in 2017 to create and deliver integrated branded marketing campaigns for B2B and B2C clients.
The studio focuses on growing brand awareness and audience engagement through various forms of sponsored content, including videos, articles, infographics, podcasts, events and live broadcasts.
The audience development team, which I led, executed extensive creative strategies and digital media plans for global Fortune 500 clients across the US, APAC, and EMEA regions, as well as governmental bodies with a focus on enhancing travel and investment in growth countries.
My responsibilities included:
- Brainstorming and bring to life first class branded content, collaborating with content strategists, project managers, designers and videographers
- Managing digital advertising campaigns and budgets
- Driving alignment across different departments, including creating and/or streamlining processes
- Establishing brand guidelines
- Automating reporting and KPI monitoring, to enhance efficiency and scalability
- Developing and implementing AI-powered workflows to create automated chains to improve operational efficiency
Additionally, I forged partnerships with key tech and advertising companies (LinkedIn, Piano, Spotify) to boost Reuters Plus's commercial value.
Below a Reuters Plus promotional video.
Copyright Thomson Reuters, 5 Canada Square, London, E14 5AQ
Home Learning Hub
A brand project I am particularly proud of is the ideation, project management and coordination of the DK Home Learning Hub at the beginning of the first Covid-19 lockdown - a true examples of reactive strategy, crisis management and brand proposition management during challenging times.
As I saw the virus unfolding in Italy first, I noticed how quickly the Italian audience moved almost every aspect of their professional and social life online in a matter of a few weeks, so I acted to be ready in the UK when the virus would hit.
I ideated and launched in 10 days the Home Learning Hub on DK.com. The goal was to collect and offer home activities for kids and adults, showcasing via clear product features the new taglines 'DK is here for you' and ‘Everyday with DK’.
As part of this project, I worked with Product and UX designers to create the Hub, and coordinated the full Marketing & PR department to develop a calendar of home activities (sheets, videos, media slots) for adults and kids from our books (recipes, hobbies, home learning, DIY, sport). Activities were published daily across the Hub and DK's social channels, with further traction across key PR slots.
The Hub drove +200% newsletter sign up and +800% affiliate clicks in the first month, and after that an average +30-60% page views every week. This project pushed a major commercial shift towards Amazon (+50% YOY sales).
Copyright Dorling Kindersley, Penguin Random House, One, Embassy Gardens, 8 Viaduct Gdns, Nine Elms, London SW11 7BW
