"HEAD OF EXCITEMENT"
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"HEAD OF EXCITEMENT" 🍺
Creative Strategy
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New Product Development
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Campaign Strategy & Identity
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Copywriting
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Social Media Strategy & Management
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Product Photography
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E-Comms Marketing
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Creative Strategy 🌀 New Product Development 🌀 Campaign Strategy & Identity 🌀 Copywriting 🌀 Social Media Strategy & Management 🌀 Product Photography 🌀 E-Comms Marketing 🌀
THE CLIENT:
Northern Monk
THE ROLE:
Northern Monk were one of the biggest craft breweries in the UK, with an international reputation for quality and innovation.
Originally applying for a Marketing Manager vacancy, Northern Monk realised during the interview process that I was more “fun ideas marketing” than the “spreadsheet marketing” role they were looking for, so hired another candidate.
But! They also created a new, Creative Lead role in the marketing department and tasked me with developing creative strategy, product innovation, and brand identity.
As the role developed I became “Head of Excitement” - in charge of keeping Northern Monk front-of-mind, earning new eyes on the brand while keeping the day-ones interested.
THE DELIVERABLES:
In 15 months at Northern Monk I oversaw the development of over 150 new products - a mixture of core range, special editions, and brand new SKUs and ranges - which were brought to market - from strategy, concept, and identity through to product photography.
Standout projects included creative direction for two April Fools campaigns - tentpole activations in Northern Monk’s marketing calendar - collaborations with Seabrooks Crisps and Potts’ (the stock in cans that people mistake for beer - it writes itself really).
I led a high-profile (non-April Fools) collaboration with Ronseal (no really) from its conception - having fun with Northern Monk’s no-nonsense Northern identity and earning national press coverage.
Outside of brand collaborations, I facilitated collaborations with independent artists and creatives, including chris simpsons artist - bringing brand visibility to his 1m+ audience.
Northern Monk’s Twitter was lacking reach and engagement at the time, so I developed the TOV across the platform, bringing more humour and irreverence to the with short-form copywriting and memes. One tweet about Scampi Fries resulted in Amazon selling out of 24-pack wall-hangers, and eventually culminated in Northern Monk brewing a Scampi Fries Pale Ale (for which I accept no responsibility)
THE RESULTS:
Increasing Twitter reach from 150k to 1.2m users within one month of implementing our new platform strategy, and sustaining that level.
Setting new engagement and sales records with my first campaign launch, and topping those records several times with subsequent launches.
Earning several pieces of national press coverage for new launches.
Establishing Faith as one of the UK’s leading pale ale brands.
