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Change Incorporated started life in early 2019. A new, hugely ambitious (and almost as controversial) purpose-driven media company owned by VICE, it existed to create measurable, positive change, funded by the companies at the heart of the world’s most crucial issues.
The first? Smoking, funded by the largest tobacco company in the world... Nationwide anti-smoking campaign, meets content marketing, meets start-up, meets hard-hitting journalism.
Role: Social Lead at Change Incorporated (VICE Media)
Date: 2019
Before launch, I was brought in to build a strategic social (paid and organic) ecosystem from scratch, within some of the most complex legal restrictions possible. This meant fighting for the importance of social in front of senior stakeholders, and collaborating across departments and countries to create a cohesive campaign through digital and OOH.
As the project progressed, I worked closely with our video producers to brief in social-first assets for dozens of documentaries, hired a community manager, oversaw ads manager data and our media agency’s use of a very healthy budget, delivered consistent engagement rate growth and highly targeted reach of 15M+ views with a 13% video completion. Aaand most importantly, actually got people to attempt to quit smoking, as proven by a UK-wide independent IPSOS survey.
One of the most challenging and exciting roles of my career so far.
I could bang on about it for hours to you, but I've created a little visual smörgåsbord below...
All images courtesy of VICE Media / WIP Brands
