Challenge: In a pitch to win the ghd business, we were challenged to relaunch and revive the globally recognized hair brand with an integrated Christmas campaign.
And we won.
Insight: The ghd girl has a unique attitude towards everything in life. She knows what she wants and she isn’t afraid to go out and get it.
Idea: We created a campaign that encouraged women to not so subtly hint for what they want this Christmas. The campaign embraces the ghd girl’s unique and confident attitude and exudes a fashion edge by using bold copy, famous models such as Jibby Beane and renowned fashion photographer Matt Irwin. The fully integrated campaign included high frequency TVC placements, press, outdoor, in-store, digital and social.
Results:
- Pitch winner
- Highest EDM open rate to date
Role: Creative copywriter teamed with Hollie Belton at Leo Burnett London.
Reference: “Ali always approaches a brief with a positive attitude and an infectious smile. She is always eager to help out, she's a creative copywriter with a can-do attitude.” – Hollie Belton, Art Director at Leo Burnett London.
Awards: CLIO Image Award Winner – Prestige Digital/Social Media Category
Challenge: Get The Outnet (Net A Porter’s younger sister) noticed at fashion’s hottest ticket – London Fashion Week – without an invite or big budget.
Insight: Nowadays, the shoes that are worn by fashion editors and bloggers are more sought-after than the shoes that walk the runway.
Idea: It’s simple, really. Strap a go-pro to a sausage dog’s head, of course. We created Sergio The Shoe Hunter: too small to see the catwalk but big enough to sniff out the hottest shoe trends on the ground – and then match them with The Outnet stock. So consumers could shop the trends as they happened. During London Fashion Week we helped Sergio to hijack The Outnet’s social channels, created a microsite, daily highlight vids and a live feed. We proved that when it comes to making a big impact, size doesn’t matter.
Results:
- Papped more than Alexa Chung
- Mentioned online more than Vogue
- Highest ever volume of site traffic to The Outnet’s shoes with a 92% uplift in international shoe sales
- 318% increase in brand mentions online reaching an estimated 25,000,000 unpaid impressions
Role: Creative copywriter teamed with Hollie Belton at Leo Burnett London.
Challenge: Launch ghd’s newest and most pioneering styler: The ghd Platinum, using the unique attitude and tone of voice we developed during the Christmas campaign (see: ghd What A Girl Wants) as well as showing off the technological features of the styler.
Insight: The ghd girl doesn’t compromise on anything else, so why would she compromise on her hair?
Idea: We created a campaign that shows women that they don’t have to compromise on anything when it comes to their hair. The campaign demonstrates the Platinum’s advanced technology, embraces the ghd girl’s unique and confident attitude and exudes a fashion edge by using bold copy and renowned fashion photographer Matt Irwin. The fully integrated campaign included press, online videos (including tutorials and myth busters) outdoor, in-store, digital and social.
Role: Creative copywriter teamed with Hollie Belton at Leo Burnett London.
Reference: “Always super creative, cheerful, willing to go the extra mile and, what’s a pretty rare quality in her line of work, timely and very diligent.” - Maciej Stryjek, Senior Account Manager at Leo Burnett London.
Challenge: To create a campaign that will encourage women to introduce facial oil into their daily skincare routine.
Insight: Most skincare brands oversell their products with unattainable claims. Consumers were looking for a skincare brand that was honest and achievable.
Idea: We created a campaign that was frank and sincere. It was open and upfront about not being a miracle, but still being a product you can trust. We used engaging and bold copy, famous yet relatable influencers such as Vanda Serrador and played on The Body Shop’s natural heritage to appeal to our audience. The fully integrated campaign included TVC, press, online videos (including tutorials) outdoor, in-store, digital and social.
Role: Senior Copywriter at The Body Shop
Reference: “Ali is a quick-thinking copywriter with a positive, approachable and pro-active approach to work. We worked together and independently, between us managing global copy for The Body Shop across a variety of campaigns. Ali was a great support and always comes up with new ideas, I really enjoyed working with her!” – Olivia Poole, Copywriter at The Body Shop UK
Challenge: To create advertising pieces that can work together or as standalones to heighten awareness of moo.com (A business that sells business cards).
Insight: Most business card brands have a very professional and often safe tone of voice. Moo.com should and did challenge this.
Idea: We created pieces that work well together or as standalones, but all deliver moo.com’s unique, quirky and iconic tone of voice. The campaign included a Spotify radio ad, EDMs and various marketing collateral.
Results:
- Highest email open rate of all time
Role: Senior Copywriter at moo.com
Reference: “Ali was a gem of a find! She was a great fit with our copywriting team and understood our quirky tone of voice straight out of the gates. She collaborated beautifully with the creative team and her work helped to generate one of our highest email open rates of recent times. We would definitely love to have her back anytime.” – Lisa Campana, Head of Design at moo.com
“If you need sassy copy written at the speed of light, Ali is the person for you. She's a fountain of creative ideas for marketing writing and very easy and productive to work with.” – Cat Totty, Head of Copy at moo.com
Challenge: Having returned as title sponsor of Mercedes-Benz Fashion Week Australia in 2012, Mercedes-Benz was looking for a way to connect with their female, fashion-conscious fans.
Insight: Car brands around Australia were hosting competitions on Facebook and Twitter left, right and centre – but were leaving Pinterest untouched. We realised that for us, Pinterest would be the perfect platform as it is so visual, allowing people to capture the glamour and colour of Mercedes-Benz Fashion Week Australia.
Idea: We created Mercedes-Benz Style, the first Pinterest competition for an automotive brand in Australia. The competition, hosted at mbstyle.com.au asked fashionistas to create a ‘Mercedes-Benz Fashion’ board on their personal Pinterest page and share their favourite Mercedes-Benz Fashion Week Australia looks. The campaign was hosted on a microsite and written about on key fashion blogs, on our social channels and on an EDM which we created and sent out to the Mercedes-Benz database.
Results:
- +296 Pinterest fans in 12 days
- 76% female entrants
- +4,519 microsite page visits
Role: Lead Copywriter at Online Circle Digital
References: “Ali is a very good Creative Lead - Copywriter and a great person. A person you can trust when you want to be sure that important tasks will be completed in a systematic, smart and precise way. Intelligent, broad-minded and an eager colleague with huge potential. She is a great asset to any company. With Ali I always felt every problem had a solution, her smile even in the toughest conditions is contagious.” – Lucio Ribeiro, Creative Director at Online Circle Digital
“Ali is an energetic, easygoing creative copywriter with a can do attitude. She has been an absolute pleasure to work and has helped deliver on some of most challenging briefs I have seen to date. Her passions to uncover that next big idea or making the smallest of adjustments to ensure we maximise the message we are trying to convey never ceases to amaze me.” – Yoni Kozminski, Senior Account Manager at Online Circle Digital Digital
Challenge: The newer generation were not involved with The Good Friday Appeal. We were challenged to find new ways to reach out to a younger demographic.
Insight: Younger people prefer to donate to charities where they can instantly see their donation making a difference, and better yet can publicise their donation on social media/encourage others to join the cause.
Idea: We created Australia’s first Facebook Donation App. We developed a ‘virtual collection tin’ with its own secure payment gateway within Facebook. Hosted by the GFA Facebook Page, users were able to stay within Facebook and still have the ability to donate, instead of being redirected to the GFA website. Additionally, sponsor brands could self-install the app on their own Facebook Pages, further amplifying its reach to their unique audiences and also providing supporters, big and small, with an opportunity to contribute and share the message.
Results:
- 43 high profile pages installed the app including 3AW, AFL, Victoria Police and The Herald Sun.
- $17,046 was collected through the app.
-20.8% GFA Facebook fan growth
Role: Lead Copywriter at Online Circle Digital
Reference: “From day 1, Ali was an absolute pleasure to work with. I have never met someone in a creative role that is so positive, bright, calm and patient. Ali is a talented writer, that is careful and thoughtful with her words. She has a particular talent for writing to the 'voice' of a brand and nails it every time. Ali presents well to clients and is extremely likeable and loved by all that have the pleasure of working with her. Ali makes fulfilling creative requests easy.” – Jen Curcio, Account Director at Online Circle Digital
“I was lucky enough to work under Ali at Online Circle Digital. Ali is a brilliant, quick-thinking copywriter with a knack for coming up with great ideas at the drop of a hat. As a manager, Ali was dedicated to seeing others in the team perform at their very best. Whether delivering a brief or giving feedback, she was always thorough, thoughtful and motivating. It also needs to be mentioned that Ali’s positivity and kindness make her an absolute joy to work with!” – Jane Sutherland, Junior Copywriter at Online Circle Digital
Challenge: Write a 10-minute speech about Irista, Canon’s cloud based image management system, to be presented at Photokina in Cologne, the world’s largest trade fair for the photographic and imaging industries.
Idea: I wrote an engaging speech that summed up Irista (a photo management system) in one line: ‘Photos are like bunnies, it’s funny how they seem to multiply.’ This was reflected in a digital game which also appeared at the trade fair (you can see it in the background of the video), which involved sorting bunnies into two piles. The speech I wrote also appealed to the audience by including quotes from famous photographers and interesting discussions about social media.
Role: Creative Copywriter at Grey Possible
Reference: “Ali came in when we needed to distill a complex piece of software into an engaging and compelling experience. She picked up the creative idea immediately, worked diligently and was really proactive in her ideas. The quality of her work was excellent, she has some lovely ideas and is also an all round nice person. I would definitely hire her again and would definitely recommend her to others.” – Lucy Devin, Grey POSSIBLE