Wilkinson Sword is a client of the agency Distinctly. As one of Distinctly’s trusted freelancers, I wrote several articles for the Wilkinson Sword blog ahead of their website re-launch in summer 2019.
Here are a few of the blog posts:
As Website and Digital Marketing Manager for the Roald Dahl Literary Estate (2012 – 2016), I worked on a number of high-profile projects including:
In summer 2015, Persil launched the world’s first interactive downloadable Roald Dahl story, inviting children and their parents to take their tablets and smart phones outside and get messy having fun with Roald Dahl characters. I worked with Persil’s team and internal colleagues to create the three downloadable story options, as well as on the integrated marketing campaign. This partnership resulted in 200,000 new contacts for the RoaldDahl.com email database.
This campaign won the Best Licensed Marketing Communication Award in the 2016 UK Licensing Awards and the Content Marketing Award in Brand Republic’s 2016 Digital Awards.
I created new written content for all Roald Dahl’s stories, including Charlie and the Chocolate Factory, Matilda and The BFG, as well as writing, editing, proofreading and layout of all content relating to Roald Dahl’s life, characters and archive. I also planned and created regular blog pieces including:
In September 2015, McDonald’s Happy Readers celebrated the extraordinary world of Roald Dahl, distributing 14 million books featuring extracts from Roald Dahl’s stories through McDonald’s Happy Meals. I oversaw the social media element of the supporting campaign on behalf of the Roald Dahl Literary Estate.
Having worked with internal and external colleagues and partners on the development of the first Roald Dahl app, Twit or Miss, I also oversaw the digital marketing campaign for the app alongside Roald Dahl’s publishers, Penguin Random House.
Roald Dahl was born on 13th September, a day that is celebrated every year as Roald Dahl Day, with new publishing, digital product and events to mark the occasion. I planned, organised and oversaw the digital marketing activity for four years of Roald Dahl Days. Every year, Roald Dahl Day trended on Twitter. In 2014, the hashtag had a reach of 65.8m.
I oversaw the launch and ongoing content-management of the Roald Dahl account on Popjam, a social sharing app for under 13s.
I project-managed the launch of the new website at RoaldDahl.com, working with internal team members and external parties. This involved large-scale content creation using archive material never before published online, as well as editing and pulling together existing content. In the month after launch, traffic to RoaldDahl.com increased by 95%.
After an intense period of working with Facebook to claim dormant and fan-run pages, I saw the collective number of likes across all Facebook pages managed on behalf of the Roald Dahl Literary Estate grow by 1 million.
Highlights of my work for Andrew Lloyd Webber’s The Really Useful Group (RUG), where I worked from 2008 – 2012, include:
I worked as part of a two-person in-house team on the digital marketing campaign for the 25th anniversary of The Phantom of the Opera, including creating content for and co-managing the relaunch of the official website and building fan engagement around the anniversary via social media channels including the official Facebook and Twitter pages.
The 2010 relaunch of Andrew Lloyd Webber’s website was intended to showcase more of the incredible archive content relating to shows including The Phantom of the Opera, Joseph and the Amazing Technicolor Dreamcoat, Starlight Express, Evita and more. This was a large content-gathering project and the newly structured site, with content organised by show, saw a significant increase in traffic to the site.
I set up the first of several YouTube partner channels, editing archive video footage and creating playlists for the official Really Useful Group channel and subsequent channels for The Phantom of the Opera, Jesus Christ Superstar, Cats and The Wizard of Oz. This involved regularly curating and editing new content including video blogs, interviews and performance clips. As a YouTube partner, I worked with Google account managers across all these channels to monetise and track video content, including monitoring fan-uploads. During my time working on this project, video views across all Really Useful-owned channels were over 35 million.
I conducted written and video interviews with members of the London cast of The Phantom of the Opera, including Sofia Escobar (Christine), John Owen Jones (The Phantom), Wendy Ferguson (Carlotta) and Will Barratt (Raoul)
I wrote the monthly Oz Blog series for Andrew Lloyd Webber’s website, which covered the BBC1 TV show Over The Rainbow. Read the final blog here.
Feature – Over The Rainbow: Where Are They Now?
Feature – Through The Stage Door at Drury Lane.
Feature – Series of interviews with producers’ fundraising charity Stage One.
Feature – A Beginner’s guide to Eurovision.
Nicola Slavin 