RORY O’NEILL // social media portfolio
brand portfolio
rory o’neill | senior social media consultant
brands i've worked with
experience
campaign execution
reporting & analytics
social/creative strategy
client/media agency management
my skills
rory o’neill | senior social media consultant
good to know
some additional info
9yrs+ experience in social media
a former member of meta’s product development board
i regularly guest lecture on digital and social media
rory o’neill | senior social media consultant
MCDONALD’S // #stillabigmac or #notabigmac
big mac with bacon campaign
rory o’neill | senior social media consultant
big mac with bacon campaign
the idea
mcdonald's
Fueling a BIG(mac) Debate
To launch this exciting variant of an iconic menu item (available for just 6 weeks), we wanted to create a national debate as to whether a Big Mac with Bacon was #StillABigMac or #NotABigMac
To do this, we used Twitter as a primary channel to generate awareness and excitement in three stages: tease, reveal and sustain.
rory o’neill | senior social media consultant
big mac with bacon campaign
the creative
mcdonald's
tease using ‘like to remind’
sustain by featuring ugc testimonials
channel specific twitter content to encourage an authentic product debate
launch using twitter conversation card
drive urgency with last chance messaging
rory o’neill | senior social media consultant
big mac with bacon campaign
mcdonald's
london black cab ‘wrap’ to encourage debate
hashtags on packaging to prompt social debate
off-line campaign support
rory o’neill | senior social media consultant
the creative
big mac with bacon campaign
during tease phase, consumers showed interest in the range, with the “retweet to remind” unit garnering over 5K retweets
the first view conversation tweet received 4M video views with a 59.15% VTR and a 3.36% engagement rate (higher than UK average benchmarks)
on launch day, the campaign drove a 95% positive and neutral sentiment - 14% higher than the usual sentiment score - and almost 10,000 mentions using the hashtags
mcdonald's
rory o’neill | senior social media consultant
the results
BEYONCE PARFUMS // #beyonceheatseduction
product launch
rory o’neill | senior social media consultant
#beyonceheatseduction campaign
beyoncé parfums
teasing and launching beyoncé’s 8th fragrance, #beyoncéheatseduction, on social
tease post
launch post
product education post
rory o’neill | senior social media consultant
highlights
NISSAN // #nissanqashqai
product launch campaign
rory o’neill | senior social media consultant
nissan qashqai
Launching with the largest social ad budget of any campaign Nissan had previously ran in the U.K. I was responsible for creating:
Campaign influencer strategy
Socially optimised and localised (using global assets):
The socially optimised TVC had a particularly tight deadline: I was responsible for ensuring the asset (whilst following social best practice principles) was storyboarded, received appropriate client feedback (both locally and globally), approval and media delivery within 24 hours.
nissan
rory o’neill | senior social media consultant
the brief
nissan qashqai
click above to play video
nissan
rory o’neill | senior social media consultant
the creative
socially optimised TVC asset
socially optimised assets showcasing the qashqai’s technology assist features
click above to play video
click above to play video
SAINSBURY’S // #gary
reactive content
rory o’neill | senior social media consultant
reactive content
sainsbury's
after a sainsbury’s customer rant was featured on vegan life magazine’s Instagram feed, it started gaining significant traction
“it’s really annoyed me that sainsbury’s have brought out a ‘vegan cheese’ made with coconuts.”
“call it gary or something, don’t call it cheese because it’s not cheese!!!!!”
i wanted to use this as an opportunity to tap into the vegan social community to raise awareness of the 7 new vegan cheese products launched by sainsbury’s
sainsbury's customer
rory o’neill | senior social media consultant
the idea
reactive content
sainsbury's
rory o’neill | senior social media consultant
the creative
reactive content
sainsbury's exceeded sales expectations of their vegan cheese range by 300%
facebook organic reach of over 1M+ and an engagement rate of 13.30%
activity was picked up by international industry and consumer press outlets such as digiday, the drum, itv news, mail online and the new zealand herald (estimated media value of over £2 million)
twitter created a uk moment in response to the activity
sainsbury's
rory o’neill | senior social media consultant
the results
MCDONALD’S // #reindeerready
hero brand christmas campaign
rory o’neill | senior social media consultant
brand campaign
mcdonald's
#ReindeerReady
The Christmas campaign followed the story of a little girl who kept a McDonald's carrot stick (that were rebranded to ‘reindeer treats’ for the campaign) to leave out for Santa's reindeer.
Social media positioning
Get the nation #ReindeerReady for Christmas.
rory o’neill | senior social media consultant
the idea
brand campaign
mcdonald's
campaign hub
in-store geofilters
world lens
partnership with snapchat to create the #reindeerready campaign hub
snap game
rory o’neill | senior social media consultant
the creative
brand campaign
cross-channel link posts
snap ads
snapcodes printed on 100 million+ pieces of packaging
celebrity/influencer partnerships
content to drive traffic to the #reindeerready hub
mcdonald's
rory o’neill | senior social media consultant
the creative
brand campaign
christmas chicken warmer (menu item post)
beef and cheese feast (menu item post)
festive #mccafé range (menu item post)
content to raise awareness of the festive promo range
mcdonald's
rory o’neill | senior social media consultant
the creative
brand campaign
4 million+ social engagements (cross-channel)
snapchat game saw an average play time of 90 seconds, which is significantly above benchmark
snapchat world and face lens' saw over 13 million impressions
sales of reindeer treats (carrot sticks) increased by over 200%
mcdonald's
rory o’neill | senior social media consultant
the results
MCDONALD’S // #peelypeely
mcdonald’s monopoly campaign
rory o’neill | senior social media consultant
monopoly #peelypeely campaign
Do you #peelypeely?
To announce the return of the annual Monopoly promotion , we used the tease phase of the campaign to create a sense of WTF/FOMO around the term ‘Peely Peely’ before making a direct link to the Monopoly Game at the launch of the promotion.
The task
Create excitement and intrigue around ‘Peely Peely’ online before the promotion and ATL go live
mcdonald's
rory o’neill | senior social media consultant
the idea
monopoly #peelypeely campaign
urban dictionary definition
Launched a GIPHY channel for the UK market (giphy.com/mcdonaldsuk)
GIPHY and Tenor channel launch
view assets at giphy.com/mcdonaldsuk
seeding GIF collection
mcdonald's
rory o’neill | senior social media consultant
the creative
monopoly #peelypeely campaign
‘peely peely’ gained a total of 239.8 Million impressions
giphy content gaine dover 7.2 million organic views (during the 6 week campaign)
the campaign drove social 1.4k posts
over 5.2 Million Monopoly prizes claimed during the campaign
mcdonald's
rory o’neill | senior social media consultant
the results
SAINSBURY’S // #fooddancing
brand campaign
rory o’neill | senior social media consultant
brand campaign
tasked with activating the launch of the sainsbury’s food dancing tvc within social, which coincided with the launch of the brands new creative identity
discovered which moments throughout the day made people ‘food dance’ and used twitter moments to hero these - this ensured campaign activity resonated with the sainsbury’s community
campaign was supported with the sponsorship of spotify’s uk dinner moments playlist, so I used instagram’s ‘swipe up’ function to drive traffic
sainsbury's
rory o’neill | senior social media consultant
the idea
brand campaign
opening frame
twitter moment celebrating those #fooddancing moments throughout the day
frame 1
frame 2
frame 3
frame 4
frame 5
sainsbury's
rory o’neill | senior social media consultant
the creative
brand campaign
part 1
the campaign was supported with the sponsorship of spotify’s uk dinner moments playlist, so I used instagram’s ‘swipe up’ function to drive traffic
part 2
part 3
sainsbury's
rory o’neill | senior social media consultant
the creative
brand campaign
sainsbury's
rory o’neill | senior social media consultant
the results
SAINSBURY’S // always on content
BAU content
rory o’neill | senior social media consultant
misc. content highlights
a selection of reactive social content and posts from the 2016 christmas campaign
reacting to humous availability (news article here)
christmas campaign content
christmas campaign content
reacting to news coverage in regards to Pringles (news article here)
sainsbury's
rory o’neill | senior social media consultant
highlights
BOOTHS // misc.
content highlights
rory o’neill | senior social media consultant
misc.
booths supermarket social content highlights, featuring always on posts and those from the #boothschristmas campaign
always on recipe content
christmas content
christmas content
rory o’neill | senior social media consultant
highlights
booths
rory o’neill | senior social media consultant
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