CREATIVE DIRECTION
Holiday Season Photoshoot
Every year at DK I organized the Holiday Season marketing campaign, including establishing a marketing strategy across different channels (print and digital advertising, email, social, OOH) and running the campaign.
This included setting a branded campaign look that could work across multiple channels and markets. As part of this, in 2021 I organized a photoshoot, including location and actors hiring, and taking care of the creative direction on set, with a focus on diversity and inclusion.
The campaign achieved over 10 million impressions, 126k link clicks and above benchmark CTR of 1.16%, with an average conversion rate of 3.50%, ROAS 2:1.
Click here for a behind the scenes of the photoshoot.
Copyright Dorling Kindersley, Penguin Random House, One, Embassy Gardens, 8 Viaduct Gdns, Nine Elms, London SW11 7BW
Cookery video production
To promote Santosh Shah's cookery book "Ayla," I coordinated the recording and production of promotional videos for retailers and social media.
This involved booking a professional kitchen studio in London, hiring and briefing a videographer, and providing on-site creative direction.
We produced various video formats, including Reels/TikTok videos, a 30-second book trailer, and a long-form recipe video for selected retailers. These videos were used for both organic and paid social media advertising on DK channels and the author's Instagram and TikTok.
The paid campaign achieved over 665K impressions, 10.5K+ link clicks, 300K video views, and a 3% engagement rate. Pre-orders were 230% above the DK average, and the book reached #1 in Food and Drink on Amazon UK during its publication week.
Copyright Dorling Kindersley, Penguin Random House, One, Embassy Gardens, 8 Viaduct Gdns, Nine Elms, London SW11 7BW
