Bridie Lloydd

Shift the perception of Reddit's ad stack amongst Aussie marketers, to divert budget from Meta and Google's duopoly.

In the weeks following Reddit's inclusion in the world-first U16 social media ban, we were mid-tour with COO Jen Wong. The media narrative was chaos. Every journalist wanted the controversy, not the commercial story.

I steered the outreach away from the noise and toward a targeted placement that would put Jen Wong's story directly in front of the marketers my client needed to reach.

Launch Too Good To Go into New Zealand with a strategy that would go beyond media coverage to drive partner sign ups, app downloads and Surprise Bags saved.

Despite being a first-of-its-kind platform when it launched in Europe, two direct competitors had already replicated its exact business model in New Zealand — making it the most competitive market in the app's history, despite being the smallest.

I built an integrated strategy that told two stories in tandem — the platform's growth story, explaining why New Zealand was the natural next market, to reach hospitality partners. And the launch moment story, to get consumers downloading the app and out the door to collect Surprise Bags.

Concentrix, a NASDAQ-listed global technology company, wanted to elevate their presence among ANZ business leaders and be taken seriously as a market force in customer experience technology.

Without a local proof point or story, there was nothing to drive the conversation. We needed to manufacture relevance from scratch in a market that wasn't actively considering their technology.

I commissioned an original research report through YouGov — surveying 500+ ANZ business leaders — to create a data-driven narrative that positioned CX maturity as a competitive edge. Then packaged the findings into a paid media campaign with the region's two most-read business titles.

Cultivate a community of Australian and New Zealand creators who post for Lush because they genuinely want to — not because they're contracted to.

Lush's self-imposed Social Media Ban — removing the brand from Meta and TikTok entirely — meant paid creator partnerships were off the table. No sponsored posts, no gifted-with-payment arrangements. The traditional influencer playbook didn't exist here.

I shifted focus from what creators could generate to what they actually stood for. By deeply understanding the Lush audience, I identified and cultivated values-aligned creators — people who would back the brand because they genuinely believed in it, not because of the fee.

Krispy Kreme launched a matcha collection in Australia and New Zealand and needed it to land beyond the brand's existing fanbase.

Die-hard matcha culture has its own gatekeepers — and a Krispy Kreme matcha doughnut was never going to win them over. Targeting the obvious audience would have produced expected, repetitive results.

Rather than chasing the expected matcha audience, I built a creator strategy around people who wouldn't typically be associated with matcha — targeting non-traditional matcha drinkers whose audiences would find the combination genuinely surprising.