The Macallan Programmatic Campaign – UK, Singapore, USA
Managed a cross-regional digital campaign for The Macallan, leveraging Good-Loop’s "Watch to Donate" format to highlight the brand's philanthropic values. The campaign was designed to resonate with modern audiences while amplifying The Macallan’s heritage. Ads were delivered across reputable channels in business, entertainment, and news categories, driving significant engagement, with a strong focus on charity donations and brand perception improvement.
Key Responsibilities
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Key Responsibilities |
Budget Management
Directed budget allocation across multiple regions (UK, Singapore, and the US), ensuring cost-efficient ad spend while maximizing reach across premium publishers.
Achieved a substantial donation impact of over £100,000 for food charities, showcasing the campaign's budgetary effectiveness in driving both brand recognition and social responsibility.
Schedule Management
Coordinated the sequential rollout of targeted ads to ensure optimized delivery timelines across different regions, adjusting for peak engagement periods.
Adapted campaign schedules based on performance analytics, ensuring timely delivery in high-engagement environments to maximize visibility.
Project Management
Managed end-to-end campaign execution, from strategy to post-campaign analysis, ensuring alignment with brand goals and audience engagement benchmarks.
Collaborated with creative teams to produce localized ad formats that exceeded the completed view rate (CVR) benchmarks across markets.
Client Relationship & Communication
Provided regular campaign performance updates and strategic recommendations to stakeholders, focusing on metrics such as brand awareness and perception shifts (over 10% increase in the UK for "prestigious brand").
Delivered a comprehensive end-of-campaign presentation with key performance highlights, emphasizing strong KPIs and positive brand sentiment increases.
IMPACT
IMPACT
Over £100,000 distributed among food charities in the UK, US, and Singapore.
Exceeded benchmarks across all regions, with top performances in completed view rates and viewability rates.
Significant uplift in brand awareness, with notable perception improvements in the UK and Singapore.