BrawBand - A Scottish proud ISP Provider
As the Account Manager for BrawBand I was plunged into the role of being the port of call for the COO and CFO. Heading up weekly catchup meetings, pitching new ideas and heading up their content, copywriting and advertising while managing the SEO + PPC, Email and Social Advertising technicians (to boost conversions).
We identified a brand archetype for BrawBand - the Jester, and built out their Authentic, Bold and Cheeky brand pillars to help them take on the Virgins, BTs and TalkTalks of their world.
Social Advertising Campain, announcing new Postcodes available in Glasgow
Reactive TikTok to Scotland overtaking England in the UEFA Nations League
Reactive TikTok showing support for the Iranian people during a time of persecution by their government
BrawBand Halloween content
BrawBand 36's or under content, showing the speed of BrawBands internet
TikTok using popular effects
BrawFriday Social ad image
Content...
We launched a content plan that focused on creating timely, topical and tummy-tickling content that would resonate with customers on the newest, most viral social media platform.
We enjoyed almost immediate success when one piece of content went viral on a completely new TikTok account, amassing more than 15,000 views, 500 likes and nearly 50 comments in 24 hours. This was an awareness and advocacy push to build a tribe.
One of my favourite executions was the production of the brand tone of voice monthly ‘Moos-letter’ (their brand mascot is a highland cow for context). This was a newsletter written by a comedian I found was said to be the ‘Funniest man in Scotland’, touching on everything to do with the Scottish internet that month, in that witty and unique Scottish sense of humour. This was targeting their large email list of non-subscribers in the hope to build advocacy for the brand. (See below).
One other moment was to cover a launch of their product in Edinburgh, X-CMO developed the ‘Broken BillBRAWd’ Out of Home activation which would see our digital billboard ads ‘buffer’ (due to an apparently bad internet connection) across all ASDA and Sainsbury’s stores in our target locations, piquing customers’ interest and awareness as well as provoking conversion and curiosity. Leading to roughly 250,000 impressions. This was an awareness building piece.
BrawBand monthly Coo-lumn advocacy/tribe building email email