In order to support the newly launched online third party marketplace and showcase Woolworths as an authority in the baby category, my team and I leaned on content marketing campaigns, 360 digital visibility through owned and earned channels to establish the brand as an expert voice as well major retailer in the field.
The website was the hub that housed all of the editorial content, long form articles and guides that seamless balanced the line between informative and highlighting products. My team and I produced, directed and designed content shoots where the outputs were utilized for all aspects of the campaign, website, EDM, social, in-store and external partners.
Woolworths isn’t known for their non-food product offerings, but it is a huge area with room to grow their 33% market share. Content that elevated the category ensured customers saw Woolworths as their one stop shop for their holiday activities and entertaining.
Food and customers are the core of the business, we created a content series that mirrored the diversity of our customers, what modern Australian food is and what it means to them.
Prioritizing talent attraction and retention is what makes Woolworths an enduring business, here we showcase 4 success stories from the Hatch Internship Program.
The Everyday Rewards program is Woolworths’ secret weapon for converting engaged customers into brand champions, to entertain and delight the most loyal customers, I partnered with a specialized agency to create an end of year round up video that was personalized for 3.5 million customers. The video was met with rave feedback and has laid the foundation for all future dynamic and personalized content.