End-to-End Campaigns
Management of the marketing strategy, budget and reporting across social media, digital marketing, creative content and communications.
Case Study: Meet the Homeowner, Bonnie Young
An integrated campaign where I produced editorial-style content to leverage Young's lifestyle and story to position onefinestay as a leader in luxury living.
Channels: Social Media cross promotion, website, newsletters to 2x databases, Meta campaign and PR.
Results:
New York destination search by channels: email +128%, direct +16% YoY
Instagram watch time +40% and engagement rate +45%, LinkedIn impressions +98% against average
Website pages +55% from organic traffic
Email open rate +69% and CTOR +14% against average
Feature in Forbes generating 57.2m UVM
Public Relations
From developing press releases to strategic media pitching and managing the press office.
Case Study: Sarabande x The Rug Company
Strategy: Place the makers at the heart of the story to position The Rug Company as champions of British craft.
Results:
156M global press reach, +30% vs avg launch
+288% ROI
+17% ahead of sales plan in first six months
WWD: Collection preview
Photoshoots
Photoshoot production and art direction across imagery, videography and social media content for interior product, spaces and people.
Pre-production: Produced creative brief, shot list and run of day
Locations & logistics: Scouted and negotiated locations, secured permits and insurance, managed transport and catering
Crew & talent: Booked, briefed and managed photographers, videographers and talent, including contracts and fees
Creative direction: Lead styling, props and set dressing and directed the day on time and on brief
Storytelling: Developed questions and interview talent on camera
Post-production & rights: Directed edits and final selects, agreed usage rights, delivered assets for press, social, email and web
George & Minnie Brand Launch
Mulberry Home Collection Launch
Interview and photoshoot with Matthew Williamson for onefinestay
Services content for onefinestay
Scope of work:
Partnerships
Collaborations across influencers, brands and media.
Partnerships Case Study:
Jay Roewe, SVP of HBO: Built ambassador programme, negotiate terms and secured content that sells. Increased traffic to direct page by +32% YoY.
Ken Fulk x The Rug Company: Secured designer for WOW!House space, managed the project from start to end, oversaw budget and timeline and ensured thorough cross promotion. Generated 17 pieces of organic coverage in key media.
Farrow & Ball x The Rug Company Competition: Spotted the right partner, shaped the story and lead the campaign. Grew engagement by +25% and followers by +30% MoM.
GP & J Baker x Firmdale at Treasure house: Packaged the offer and negotiated the return. Entertained 40 top clients FOC and activity spiked social engagement by +20% MoM week of campaign.
Media: Planned paid campaigns with publishers to reach the right audience across The Rug Company, onefinestay and GP & J Baker.
GP & J Baker x Firmdale at Treasure House
The Rug Company x Ken Fulk for WOW!House
Jay Roewe x onefinestay
The Rug Company x Farrow & Ball competition
Content
From developing newsletters, web pages and social media plans to creating brochures, coffee table books and pattern books.
The Rug Company 25th Anniversary, delivered to top 100 clients.
The Rug Company x Liberty - Exploring the Archives
George & Minnie Virtual and Physical Pattern Books .
onefinestay homeowner webpage redesign +164% sessions YoY
Events
Scope of work:
Concept & planning: Produced the event brief, run of show and timeline, and set the objectives and budget.
Venues & logistics: Scouted and negotiated venues, secured permits and insurance, and managed transport, catering and the build.
Guests & talent: Curated the guest list, handled invitations and RSVPs and booked and briefed speakers and talent.
Suppliers & budget: Briefed and managed caterers, florists, AV and production teams, and control costs and quotes.
Creative direction: Lead styling, branding, signage and set dressing, from the first impression to the last detail.
Press & content: Invited and hosted press and briefed photographers and videographers to capture the night for PR, social and email.
On the day & after: Directed the event on time and on brief, then reported on attendance, coverage and ROI.
The Rug Company at Monaco Yacht Show
The Rug Company x Sarabande Exhibition and Lunch event
The Rug Company 25th Anniversary at The Serpentine
Mulberry Home x Stoneman Collins Private Viewing
From concept to coverage: events that bring clients, press and tastemakers together and generate sales.