Digital Media: Launching a Global Digital Brand Campaign

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The Goals


Seven years is a long time in digital media. When my employer began work on their first new brand campaign in as many years, a digital-first approach was essential.

Working with colleagues in the brand governance team, I managed the campaign's digital implementation with the goals of reflecting newly-evolved brand values and translating them into guidelines and strategies for the company’s digital channels.

Additionally, a web strategy which optimised digital conversions was essential, as was a concept which could be rolled-out into localised editions representing the company's regional entities.



The Approach


Working with an external digital agency, I created a detailed social media guidelines which took the overall brand values and visual approach and expanded on them for social media use. I also developed a revised social media strategy for the company’s headquarter channels, including the launch of a campaign Tumblr blog.

Working with external technical and design agencies as well as colleagues in web governance, we created an overall web concept for content related to the brand campaign which was modern, modular and conversion optimised.

Additioanlyl, I managed a related project consolidating 9 print publications into one digital magazine. Working with design and technical agencies, we developed a flexible content management system and a visually appealing magazine-style website.

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The Outcome


By consolidating and digitalising magazine content, production costs were reduced and readership increased. Conversion rates in brand campaign web content exceeded targets. 

The brand campaign launch immediately generated press coverage in trade and media outlets as well as national newspapers. I continued this project by supporting regional brand campaign launches in the USA and China, which followed the strategy developed for the global launch. Future regional launches also followed this approach.