Back catalogue

Back Catalogue

Hoxton United may be new but our back catalogue shows our experience and expertise

Client: Unilever Dove
Agency: Mindshare UK
Channel: MailOnline
Campaign: Bring on the colour at Ascot Ladies Day
Client Campaign Objective: Coverage from Ascot of real women talking about why colour gives them confidence

In a media first; Dove, Mindshare and MailOnline reported live from Ascot Ladies Day with video interviews from real women of all ages about why they felt colour in their outfit gave them more confidence. This enabled the content to be closely aligned to both the familiar ethos of the Dove Brand and the voice of the Mail Online.

The Challenge:
MailOnline readers expect the news to be reported in real time so Dove’s ‘Live Life in Full Colour’ campaign on MailOnline needed to be real time too.

The Execution:
In combination with a full takeover of Mail Online’s Femail section for 2 days, the campaign engaged and uplifted women in their millions. Emulating Dove’s positive body image message commenters on the article were complimentary about the women featured. You can watch the Ascot ladies talking about why they chose their bold colourful outfits here.

Campaign Result:
Achieved media 1st: ‘Live’ Native – Interviews from Ascot shot in the morning, edited and up on the article before the lunchtime traffic surge. Article updated every hour throughout the day.

Client: 21st Century Fox
Agency: Vizeum
Campaign: Life Of Pi

The Challenge:
Yahoo!’s objectives were challenging: build awareness of the film and depict the compelling nature of the story. The strategy for the launch of ‘Life of Pi’ was to defy conventional movie marketing practices. Traditionally a film is promoted through video views; or special stunts to create standout.

The Execution:
Yahoo! chose to generate a unique content campaign around the film’s themes of Love, Hope, Spirtuality and Resilence. Entitled ‘Life’s Journeys’ it explored real life stories sourced from the Yahoo! contributor network, a Facebook activation and a series of impactful creative executions.

Campaign Result:
‘Life of Pi’ would be nominated for 11 Oscars and win 4 – more than any other film that year. It generated over $500 million in ticket sales worldwide.

IPA Media Owner Awards 2013 – Best Online Campaign
M&M Global Awards 2013 – Best Contribution by a Media Owner

Client: Institute of Art and Ideas
Campaign: HowTheLightGetsIn Festival ’17
Role: Head of Digital and Communications

HowTheLightsGetsIn is the world’s largest philosophy and music festival with 600 acts spread over 10 days. It’s a vibrant mix of philosophical debate, cabaret, music and performance (including two nobel prize winners, Giles Peterson and Ghostpoet).

Hosted and presented by the Institute of Art and Ideas Ally Owen led the Communications, Social Media and Digital team as well as running the Green Room, Social Media and Press Tent at the event.

The Challenge:
How to position a philosophy and music festival (a very niche position).

The Execution:
A communications strategy that was both broad enough to generate awareness and deep enough to appeal to fans of niche subjects.

This Strategy Was Implemented Across:
Media partnerships (including VICE, Broadly, Motherboard, Newsweek, New Statesman, Prospect, Psychologies and Wired)
Social Media – Facebook, Instagram, Twitter, YouTube
Paid Media – Posters, Programmes and Facebook/Instagram/Twitter Adveristing
Newsletter Campaigns
Sponsorship – inc. Unilever debate series hosted by Leena Nair (Chief HR Officer at Unilever)
PR – inc. Stella, Radio 6, Sunday Times, Big Issue

Campaign Result:
50+ pieces of coverage, Highest ever ticket sales and 5500 + more followers on Instagram, 6,000+ on Facebook and 5,000 + on Twitter.