Velocity Frequent Flyer, Earnbassadors (2018)
Agency: CHEP Network
Role: Social and influencer strategy
Velocity’s #Earnbassador campaign leveraged the insight that we trust endorsements over ads, encouraging its nine million members to create content in exchange for points. I worked with the creative team and client to develop a channel strategy and custom editorial content to show community appreciation and educate users on the program. The result? By democratising points, we turned endorsements into effective advertising, with audiences helping each other maximise their Velocity experience.
Flybuys, Give a Flybuys (2021)
Agency: CHEP Network
Role: Social copy
In 2021, we repositioned Australia's oldest loyalty program for a younger audience by launching a 3-minute music video celebrating savviness. This unofficial anthem gave Flybuys a unique attitude and voice, featuring characters inspired by shopping data.
Coles Liquor, Christmas Preppers (2016)
Agency: CHEP Network
Role: Social copy
First Choice Liquor needed an idea to encourage Aussies to buy beyond Christmas Day. In Australia, Christmas kicks off summer, with daily celebrations throughout December. We seized this opportunity by introducing the Christmas Preppers: a couple who prepares for every festive occasion, much like doomsday preppers, ensuring they are ready for all aspects of the Christmas season.
OnePass, Onesie (2023)
Agency: CHEP Network
Role: Social copy, video scripts
OnePass aimed to highlight the new range of benefits available through its membership program. To do this, we created ‘Onesie’ –a CGI penguin with a gruff voice – who was tasked with sharing information about the enhanced offerings for OnePass members. This includes the opportunity for in-store shoppers at Kmart, Target, Bunnings, and Officeworks to earn five times the Flybuys points. Onesie effectively demonstrated a smarter way for members to maximise their value from their favorite retailers.
I’ve pitched, researched and written articles for brands like Stegbar, Flybuys and Coles Liquor, often interviewing the people involved to get the full story. I’ve also worked on editing blog content for Telstra Smarter Business, making sure it’s clear, engaging, and easy to read. All of these experiences have helped me fine-tune my ability to create content that grabs attention and delivers the right message.
Flybuys, Flybuys 50 (2021)
Agency: CHEP Network
Role: Social copy, digital copy
Forbes 100 celebrates billionaires like Jeff Bezos and Jay-Z. In response, we created an annual list dedicated to everyday Australians who "Give a Flybuys." This list, known as the "Flybuys 50," recognizes 50 of Australia's most successful Flybuys members – individuals who exemplify the spirit of accumulating points.
The campaign highlights members' pride in collecting points. Through extensive research and data analysis, we selected everyday Australians from across the country to feature in the 2021 list, including Shady, "The Hustler", and Darian, "The Mentor", who use unconventional methods to earn bonus points.
The campaign quickly captured the hearts of Flybuys members, becoming a cherished favourite, and now takes centre stage every year.
Liquorland, Vintage Cellars, First Choice Liquor
Between 2016 and 2018, I managed the Coles Liquor social media accounts, leading the entire creative process from ideation to execution. My responsibilities included developing and maintaining the brand's voice and tone, concepting content ideas, proofreading, sub-editing and supervising the work of the broader social media team. I played a key role in the success of several impactful campaigns tied to retail holidays and cultural events during this period.
Michael Hill Instagram
Agency: CHEP Network
Role: Social copy
For over forty years, Michael Hill Jewellers has been committed to creating timeless pieces that inspire people to celebrate life’s most cherished moments – both the grand and the everyday. The goal was to shift their Instagram content from a catalogue-style look to a sleek, modern and sophisticated aesthetic.
7-Eleven, Slurpee Ultimate Cup (2014)
Agency: Huckleberry
Role: Community Management
Slurpee Australia's BYO Cup Day was approaching and gaining popularity online. This year, they wanted to inspire people to get creative with their cup choices and share photos on social media.
Despite having a budget of less than $10k for media and production, the results were impressive. Over 5,000 images of people with their BYO cups were shared on Facebook and Instagram, with 3,500 coming from Instagram alone. The campaign reached over 3.75 million users, with an average engagement rate of 10.8%.
7-Eleven, Save the Bites (2014)
Agency: Huckleberry
Role: Community Management
7-Eleven were launching a new, exclusive product on social: Krispy Kreme Glazed Bites - but they would only be available for six weeks.
We launched the story of the ‘Save the Bites’ protest movement. The social media team hijacked 7-Eleven’s Facebook page until they promised to keep the product in-store. They steered the story and interacted with fans, which instantly resonated with the community. User Generated Content included memes and photos. Our victory was a stronger than ever bond with fans.
Results
Over 3.5million Facebook users reached
765% increase in page engagement
20% increase in sales during the campaign
