The Ask: Leveraging audience truths and behaviours to deliver social-first content that feels authentic and engaging.
My Role: As lead creative across the gins and Pimm's portfolio in Diageo, I have been working closely with creative copywriters, social media, and strategy teams to deliver a variety of social content, including static, low-fi shoot content, and storyboards for motion. Making sure the performance and insights would be at the front and center of the execution. Tapping into authentic organic social trends and leveraging key brand elements, we have defined direction for social content calendars.
Pimm's Organic posts. Working closely with strategy and social team, we have defined key areas for the audience, with our assets, we are shifting the dial from pure product placement into more native and social-first key occasion-focused posts. Mimicking social platforms' UI to make the user journey feel more authentic and real.
Gordon's Organic Assets. Tapping into key moments of Gordon's audience, we have created social media assets. engaging Low-Fi video reels, vintage style collage, Pencil AI-generated perfect G&T, what could be better?
Johnnie Walker recipe card, social carousel.
