Catch
Lead creative and Content Marketing Manager at the biggest online retailer in Australia, 2017-2020
The Problem: by 2017, online shopping was still in its infancy in Australia. Catch had to convince Australian families that they were the easy, fun, homegrown place to find bargains on everything they want and need.
The Solution: an approachable, relatable brand voice, consistently emphasizing our Australian origins along with low prices, huge selection, and fast shipping.
The Work: as the senior creative in the company, I did everything from lead concepting on TV and radio campaigns, to producing video livestreams, to writing daily email subject lines and managing our social media.
The Results: email revenue went up by 20% while sending fewer emails, and our organic social revenue quadrupled, among many other metrics. Acquired by Wesfarmers, the biggest retail conglomerate in Australia, in 2019.
I was copy lead on the “One Button” campaign, and contributed to the “Where’d You Get It?” campaign.
National TV campaigns
Branded memes
Our primary customer persona was a suburban mother in her 40s who does most of the family shopping. So our social media used a lot of humour that resonated with that audience and their daily lives.
Social video
In keeping with our thrifty brand persona, I produced scrappy ultra-low-budget videos, several times a week. Our trivia livestreams attracted thousands of viewers to play along, during a typically slow time for us (weekday mid-afternoons).