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WELCOME TO MY PORTFOLIO
A bit about me...
Hello, my name is Ben and I am an Advertising undergraduate from Bournemouth University. I am an optimistic and outgoing individual with big aspirations for a career in advertising or music. I am always striving for self-improvement in my confidence and character, I have never been one to shy away from challenges as I have a perfectionist desire to excel in all areas and improve my weaknesses.
MY PROJECTS
LEO BURNETT - THE MCNUGGETS LOVE STORY
Taking a look into account planning, we were handed a brief from Leo Burnett to turbo charge the sales of McDonald's McNuggets. Myself and a team of 3 others worked together as our agency ' Squeeze', to produce a 'money can't buy you happiness, but McNuggets can' campaign that drew upon the connection between 16-24 year olds and McNuggets.
This task was a core unit from my degree, but was also an opportunity to pitch to Leo Burnett, with the top 3 teams from my course being taken to London to pitch our ideas. My team finished first which secured our place on the coach to London, after pitching our ideas against some strong competition, Leo Burnett declared our team the overall winners after receiving some excellent feedback on our campaign.
Grade received: 73%
OBJECTIVES
1. An increase in interaction (measurable by amount of engagement on social media) by 15% against followers, after 3 months of the campaign starting.
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2. Provide emphasis on McNuggets being the only remedy against all others, which can provide instant happiness.
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3.Personalise McNuggets, as a companion which remains loyal in keeping your best interests at heart.
STRATEGY
We want to take advantage of McDonalds large social media following, providing quick, simple and entertaining content that is easily digestible to keep up with the fast paced nature of social media.
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We want to intertwine a campaign with the online meme culture, creating content that suits a social media news feed. This will encourage our target audience to repost our content for earned media.
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Chicken McNuggets should be used as a nostalgic element, using our target audience's childhood as an emotional touchpoint.
EXECUTIONS
FISH4DOGS LIVE ADVERTISING CAMPAIGN
My first hands-on campaign, myself and a team of 2 others were set to create an advertising campaign for Walker Agency, to develop the branding story of premium dog food company, Fish4Dogs. The project gave me an opportunity to show strategy and creativity, applying everything I had learned from first year in to a real world scenario.
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OBJECTIVES
1. To develop a narrative, which arouses empathy between the brand and the dog owners.
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2. To increase the number of Facebook followers from 26,000 to 32,000 by 2019.
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3. To increase market share in the premium dog food sector by 5%.
STRATEGY
We aim to launch a camping that uses highly interactive content on the Fish4Dogs Facebook page to gain more coverage and create a stronger connection between brand and consumers.
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The ideas will be developed from the brand values that Fish4Dogs are built on, sharing their love for dogs with fellow dog owners.
LIFE WITH MUSIC
I have always had a strong passion for music, recently branching my interest into becoming a DJ. Looking for exciting new music is a big part of my role, playing sets in clubs gives me the opportunity to share the music I love with hundreds of people. Playing live shows allows me to express my creativity and music taste and set the mood for the night.
Being a DJ also comes with immense pressure, playing live to large crowds means there is no room for error. I have now played a number of sets at sold out venues, as each set has gone by, my confidence has grown more and more. Putting on a good set and pleasing the crowd provides a strong and unique sense of accomplishment, it is the feeling of excitement and reward that drives me past the anxieties and pressures of being a DJ.
PERFORMANCE AND PROMOTION
TECHBOX EVENTS
Techbox are an events company from Bournemouth who repeatedly produce sold out events. I was extremely grateful to be offered the chance to play at their events, which also required me to utilise my social media platforms for promotion. I have developed my promotional tonality, taking tips from Techbox and learning from their techniques. This also keeps my social media pages very active and has increased my connections.
TRIPLE COOKED
Like Techbox events, Triple Cooked have a habit of producing sold out events, but also operate across the country,Â
They have become a very recognisable brand across the country, with excellent use of decor and lighting to create vibrant and feel good parties.Â
Playing for triple cooked allows me to branch in to a slightly different genre of music and once again work on my ticket sale technique both face to face and on social media.
TRAVEL
After finishing my A-levels I spent a year out working full time, saving money to travel across the world. This gave me the first challenge of experiencing full time work, where I developed my management skills and work ethic in the retail industry.
Exploring various parts of the world uncovered new cultures and environments which I will never forget, meeting new people of all different backgrounds.
