PROJECTS
Here are some of the projects Lucy has worked on in the past & presently
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Pastrami & Rye
Pastrami & Rye is a coffee shop and eatery to-go in Ellerslie village, Auckland City and the vision of owner Dave Donahue, after years of living in New York and Rome. Dave has built such an awesome concept with the highest standards which are evident from the friendly and immaculately dressed servers (including Dave) in bow tie and flat cap to the way he and the team present their platters, on a wooden branded board, neatly wrapped so you know you are experiencing something special!! Strategic Comms partnered with Pastrami & Rye to help connect their unique vision and insanely delicious food with their potential customers. There was already a dedicated and loyal following on social media and already established trade relationships so the primary focus was on the best strategies to attract new customers and drive the most effective initiatives for commercial growth for the business. |
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oob organic
oob is an incredible brand who has impressive nationwide distribution, and a really strong purpose and story about why they do what they do! The focus was to review, plan, implement and manage the marketing communications which included;
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Scotch-Brite 3M 2016- 2018
TV & digital advertising campaign (strategy, creative & media) FMCG is incredibly competitive. For the cleaning category, many retail stores choose one or two suppliers per product set at each tier (premium/value) and the communications strategy created took those factors into account, honouring the brand positioning to reach the ideal customer, whilst also influencing the trade for future negotiations. |
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Kiwigarden 2017-2018
Digital advertising Working closely with Kiwigarden and BrandWorld NZ to develop a creative and media campaign that informed parents about Kiwigarden Snacks. Since the product was initially available in certain stores in NZ, we used geographical, age and gender targeting to ensure our message was reaching parents, in the locations the snacks were available. |
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Pams, Foodstuffs
Magazine campaign Pams is a homebred for Foodstuffs NZ so naturally distribution or influencing the retailer was never a focus for their campaign. They wanted to ensure they were top of mind for consumers, and that their products were regarded as a quality alternative to the more premium products in the category (this was before the rebrand of Pams, Pams Finest etc.). We created a strategy that kept Pams top of mind throughout the year, The TV guide magazine, which was one of the top 10 items bought in a NZ supermarket (number 1 is 1.5L of coke) was an obvious publication to partner with. This strategy allowed Pams to influence to over 700,000 readers on a monthly basis with beautiful food imagery, brand presence and helpful recipes. |
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Paramount Pictures
Digital marketing & print advertising Movie companies make the best margins on their films during opening weekend and after that, the margin with the cinema's reduces. So it is incredibly important for Paramount Pictures to segment the people who are most likely to go and see their film, then target them with the movie poster or trailer to influence people to go and see the movie asap. Lucy worked with Paramount on various projects over the years from chick flicks to horror films. |
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Air New Zealand
Digital & print advertising Air NZ definitely sets the bar on some of the most creative and loved ads and promotions. The work with Air NZ was on placing and managing their flight deals in print and online. |
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Netflix
Digital advertising Working with Netflix's global agency to target NZ audiences to promote Netflix's unique content. |
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Scotchgard, 3M
TV & digital advertising campaign (strategy, creative & media) Working with BrandWorld, to pitch ideas to promote the Scotchgard protector range including a series of 15 second short video's suitable for TV and digital media. |
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Maori Television
Print advertising and editorial Working with Maori TV directly on an annual communications deal which enabled the continuation of editorial, along with advertising support for up coming shows. |
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Barfoot & Thompson
Digital advertising Working with Barfoot's media agency to place their digital advertising on high performing websites. We segmented the audience into regions, then used geographical targeting to deliver a unique advertising message that was relevant to their geographical location. |
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Microsoft
Audience data Microsoft have partnerships with media companies around the world, and in Australasia, this media partnership was with Channel 9. The work here was to ensure any of Microsoft NZ's audience data was being recorded correctly by Neilsen NZ as this is a huge decision making tool for clients and their media agencies. |
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The TV Guide Best On The Box Awards
Awareness campaign Working with a talented production team to create a Vox Pop's promotional video to build awareness for the annual TV Guide awards. The video gained free publicity on Stuff.co.nz, NZ's largest new site and was folllowed by a nationwide roadshow to advertising agencies to further increase support for the magazine. |