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Applegreen

  • Brand

    Applegreen

  • Industry

    Retail

  • Role

    Social Media & Digital Lead

  • Year

    2019

Applegreen

Leading the way in digital and social for Applegreen, a convenience food and beverage retailer and operator of petrol forecourts and motorway service areas with a major presence in Ireland, the UK and US.

Overview
  • Driving multiple communication strategies through various touch-points, with a focus on Digital Marketing.
  • Management of brand strategy for Social Media platforms and roll out across ROI, NI, UK and US.
  • Develop engaging campaigns aligned with trading and brand priorities using interactive and creative content.
Advertising

TTL

  • Integrating Below the Line strategy with Above the Line for successful Through the Line FMCG campaigns that drive sales.
  • Leading external agencies on creatives and performance marketing.
  • Campaigns include: #TheVegan – Vegan Sausage Roll, #ApplegreenPriceDrop – Summer Fuel Sale, #Happy247 – Birthday Celebration.

BTL

  • Develop digital-only engaging campaigns aligned with trading and brand priorities using interactive and creative content.
  • Campaigns include: #DriverReviver – Road Safety, New Store Openings, Car Wash, #MothersDay, #Easter, #Bloom2019 and #Taste19 – coffee, #StrangerThings, #AirLounge, #ElectricPicnic.
Content

Social

  • Management of the content calendar.
  • Plan and develop engaging content.
  • Use gaps in calendar for real time marketing opportunities.
  • Ensuring consistent posting for audience growth.
  • Content includes:

Web

  • Created content for consumer and corporate campaigns.
  • Manage the websites for: Ireland, UK and US.

Corporate: #EarthDay, #Pride, #Charity, #TeamApplegreen.

B2C: loyalty, trade, hashtag holidays, brand partner content – Burger King, Freshii, Chopstix, Costa Coffee, Just Eat, Lavazza, Subway, Welcome Break, influencer content, and user generated content.

B2B: SEO and social for – Fuel Card, Dealers

Management and Measurement

Management

  • Management of the Social and Digital budget.
  • Monitoring and forecasting future expenditure.
  • Project Management.
  • Digital Agency Management.
  • Management of direct reports.

Measurement

  • Monitor all contents performance.
  • Track and tweak campaigns if necessary.
  • Prepare reports and infographics for campaign performance.
  • Prepare comparative analysis and social sentiment reports.
  • Measure sales in line with marketing activity.

 

CampaignsContentMeasurement

 

Campaigns

Devised and implemented through-the-line and digital only campaigns that successfully drove sales.

 

 

#Happy247

 

 

Content

Planned and developed fun and engaging content which greatly increased brand awareness.

 

 

#LoveIsland

 

Measurement

Measured campaign and content performance and made adjustments when necessary. Ensured high ad relevance scores at all times.

 

 

#Ploughing2019