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Dunnes Stores

B2C Campaigns Corporate Creative CSR Events FMCG Management Marketing Media Relations Public Relations Retail Stakeholder Engagement Strategy Trade Marketing

Delivering corporate and consumer PR campaigns to further enhance the brand of leading retailer Dunnes Stores.   World Italian Cuisine Week   Details: Dunnes Stores Simply Better event to celebrate Italian cuisine, in association with the Italian Cultural Institute, the Italian Chamber of Commerce in Dublin, Dunnes brand ambassador chef Neven Maguire and the Culinary Institute of Assisi. Media Coverage: Food & Wine Magazine The Doll's Complaints Details: The Doll’s Complaints By Keeva Delaney Book Signings with Miriam O'Callaghan and Joe Schmidt in Dunnes Stores in Dublin and Limerick. All proceeds from the sale go directly to Cliona’s Foundation, a charity that provides support to families of children with a life-limiting condition. Media Coverage: Breakingnews.ie New Store Opening Blackrock   Details: The opening of Dunnes Stores in the former Playwright pub on Blackrock’s Newtownpark Avenue. This store has curated range of leading food brands including Sheridans Cheesemongers, Baxter and Greene Deli, Dunnes’ own Simply Better Collection and a dedicated fishmongers. Media Coverage: Dublin Gazette Christmas Taste Tests   Details: Christmas Taste Tests featuring Dunnes Stores Simply Better products in numerous publications. Media Coverage: Food & Wine Magazine The Irish Times        

Digital Marketing
Public Relations
Project Management
TikTok for your Brand? 🎵 All you need to know…

Thinking of using TikTok for your Brand? 🎵 Here's all you need to know... TikTok is a channel that I often get private messages about on LinkedIn, so I thought I'd put together this post. I had an early interest in TikTok (formerly Musical.ly - acquired by ByteDance in 2017), not just from a social media marketing perspective, but because the former karaoke queen in me loved the idea for this format idea. One of the challenges that other video-led social media formats face is that users have to constantly think of 'something to post', and the effort of it is just too much for some, whereas on TikTok, there are challenges that users can partake in, which effectively spoonfeeds their audience ideas for content creation. These challenges also create a competitive element amongst other users, making it even more alluring. Like Snapchat, this channel has a very young demographic, however, it is also a channel for everyone, and from what I have seen it is overall a very postive and supportive place. So taking all that and the digital marketing mix into consideration, let's gets started... Owned Earned  

Stylesheet & Stylecast

Analytics B2C Blogging Brand Content Creative Digital Media Digital Publication Management Media Podcasting SEO Social Media Strategy Website

Founder and editor of fashion/beauty/lifestyle digital publication Stylesheet and and producer of Stylecast podcast. Stylesheet Stylesheet.ie, formerly The Devil Wears Pennies/Penneys, started in 2011. Details: ▪️ Created a digital media brand and developed a customer focused brand strategy ▪️ Designed and optimised the website and designed on logo ▪️ Developed and implemented and amended a digital marketing strategy (social, audio and web content) ▪️ Research, identify, and deliver articles, programmes and posts in keeping in view audience taste and needs, and plan editorial calendar for online publishing ▪️ Manage the contributors, ensuring content is in accordance to the brand's editorial vision Source imagery for content, including taking original photographs ▪️ Create social media content: graphics, videos, live broadcasts ▪️ Monitor content performance using analytics, make amendments to content style where necessary ▪️ Developed good working relationships with large consumer brands and PR agencies   Stylecast Stylecast by Stylesheet.ie started in 2019. A fun style podcast! Instagram-focused and co-hosted by hair artist extraordinaire Karl, aka Karol Jakubowski. Details: ▪️ Created a digital audio content strategy ▪️ Researched and prepared content for recordings ▪️ Recorded, edited, hosted the recorded podcasts, and listed on the below directories ▪️ Marketed the recordings and organised a press launch to increase brand awareness    


Advertising Analytics B2C Brand BTL Campaigns Content Creative E-Commerce Management Paid Social Retail Social Media Strategy

Strategically managing the social media that drove sales on e-commerce gifting website Gifts.ie.    

Enterprise Ireland

B2B Campaigns Corporate Events Management Marketing Media Relations Policy Public Relations Stakeholder Engagement Strategy

Demonstrating through strategic PR campaigns how the Enterprise Ireland Local Enterprise Office can benefit entrepreneurs.   Making it Happen Details: Peter Morrow of Skylark Attic Stairs received a grant from Galway Local Enterprise Office to overcome Brexit obstacles by expanding into the US market. Media Coverage: The Irish Times Showcase   Details: Showcase is Ireland's Creative Expo. Ann Marie Lawlor from Tullamore, with the help of her Local Enterprise Office, started Luna natural (goat's milk) soap to help her son who has eczema. Media Coverage: Agriland  

How the TikTok Algorithm works

Want to know how the TikTok algorithm works? Well now you can! I decided to write a blog post and create an infographic version of a TikTok algorithm video by Michael Khieu, a Montreal based street-wear brand owner, author and digital marketer. Follow him on Instagram @king_khieu and buy his stuff @onitheworkshop. Although some say that it is inaccurate, from what I know of what shows on feeds across other social media platforms, if you keep these aspects that he mentions in mind, you really won't go far wrong. In his video he takes the audience through his visual representation (recreated below) step-by-step. He starts by saying that if you understand the back end environment your chances of going viral will be very good. "At the top we have the cetralised TikTok algorithm, the cloud that overseas all activity on the platform. The little squares over here are the users content." "Now, here is what happens when you post a video: Your video will get a boost to a certain amount of people and then a first evaluation will take place. Here's what the evaluation is going to look like: TikTok will carefully observe how people interact with your piece of content. The key metrics identified each have a separate weight. Certain metrics have a higher value than others, so the re-watch rate has 6 points, completion rate 5 points, shares 3 points, 2 points for comments and 1 point for like. Likes don't really mean that much because of click farms. It will compile all the points and give your piece of content a 'goodness' score. When content has more points for the threshold for Eval 1 it gets boosted up to more people. To Tier 1, Tier 2, Tier 3 and so forth and then at God Tier it goes super viral."


📱 Social Media

Byte: the secret to performing well 🤫

Byte, the relaunch of Vine, is here! They've brought back 6-second looping videos that their community loved. The company, Byte Inc., describes nostalgia is their starting point, but where they go next will be up to the community. They describe Byte as celebrating life, community, and pure creativity. After downloading the app the day it was launched, here is the verdict for Byte so far... The secret to performing well on Byte   How does it compare to TikTok? Sharing It is easier to share your content on other platforms on TikTok. Am sure this will be a feature much improved at a later stage on Byte. Following Your overall stats on Byte are hidden, so finally there is a platform that doesn't place an importance on follower count. No Trending Content Types There are no trending content types that I can see on Byte (yet), like with the trending dances and songs on TikTok. While I did say in my post about TikTok that it's great that platform gives you content ideas, it is also very refreshing to not feel pressured into having to do the latest trending dance. No Hashtags Yip, true story! No more spending ages doing your hashtag research, then spending longer typing them and if they're stories hiding them in your post - just post to the category and away you go! No Music It is eerily quiet over on Byte, so the music is missed, but that doesn't mean that all videos must have music. There are many videos on TikTok that do not have music in them.   Follow Me on Byte:  lorrainelarkin

National Economic and Social Council

B2B B2C Campaigns Content Corporate Creative CRM Digital Marketing E-mail Marketing Events Management Marketing Media Relations Policy Public Relations Social Media Stakeholder Engagement Strategy Website

Amplifying the National Economic and Social Council's brand through traditional and digital integrated marketing communications. Digital, Social Media & Events   Media Coverage    

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