Working with RY agency in Shoreditch on Tetra Pak:
Radley Yedler agency collaboration: A social media strategy was needed to support a paid media campaign in order to accelerate the understanding of Tetra Pak’s sustainability ambitions and demonstration of their effective solutions.
RY had proposed a bold and ambitious digital campaign with creative that inspires and messaging that encourages conversations in sustainability and had a media agency involved.
It is my role to bring it all together in a social media strategy that leveraged creative iterations, platform combinations across the entire social and digital journey, and audience ‘sustainability’ segmentation to tailor audience-specific solutions, format testing.
The strategy and learnings needed to work globally across multiple markets. I led with creative variation options needed to suit the marketing funnel to take our targeted audience from awareness to consideration to lead generation using paid digital media.
The campaign is broken into two phases
Phase One: Growing awareness amongst informed consumers, decision-makers across the industry and policy makers, current and potential customers
The first being the awareness campaign for all Tetra Pak audiences including; informed consumers, industry influencers and decision-makers, as well as customers and potential customers. Here we used a strategy of testing creative and optimising the message during the five-week campaign with a large variety of creative and messaging on specific platforms.
Phase Two: Change in messaging and creative to generate consideration and lead generation from customers only
The second phase is a consideration to conversion campaign for current customers and potential customers. Here we used a strategy of digital storytelling using the creative to build a four-pillar messaging structure with the target audience seeing the pillar most relevant to them first before being lead through the other pillars over a four-week campaign to complete the story. Pillars are segmented by the target audiences’ job title and interests.
While this audience were seeing the consideration ads they were also being targeted with lead-generation ads.
Use the headings below to find examples of Phase One awareness creative versus the Phase Two consideration and lead-generation creative. Selected social media examples only. Platforms included native, search, social (Facebook, Twitter, LinkedIn) and programmatic.
Samantha is a pleasure to work with. Her support with our client’s SM strategy development helped us achieve great results with a complex global sustainability campaign. I look forward to working with Samantha again as she is an all-round brilliant Social Media strategist. She brings smiles and positivity as well as being an expert at all things Social Media.Samantha Bayley Client Services @ Radley Yeldar Recommendation on LinkedIn
Tetra Pak’s ambitions are to be demonstrated through bold social content, delivered to the right audience to bring maximum awareness and move key customers through to the desired business-line conversion. Results to come Nov/Dec 2019.
Phase One Awareness creative: Twitter video examples (click link to play)
Phase One Awareness creative: Twitter static versions
Phase Two Consideration creative: LinkedIn video and static ads
Phase Two Lead Generation Forms creative: LinkedIn carousels and statics (testing formats and creative)
Reach out and ask about how I can support your social media strategic needs.