CAMPAIGNS

Designing for the Non-Linear Journey: Personalised Content at Scale

Methodology: From my experience, qualification journeys are rarely linear. Students may pause, accelerate, or change their motivations over time, and communications that fail to recognise these shifts can quickly lose relevance. I saw this campaign as an opportunity to move beyond transactional and dated messaging frameworks, and instead create a series of highly tailored communications that met learners exactly where they were emotionally and contextually. This meant thinking less about what we wanted to say, and more about what was useful for them to hear at each stage.

Process: With the objective of deepening engagement across ACCA’s diverse global student base, I directed my team to design a campaign ecosystem that was highly personalised, recognised the pain point of the customer, and also offered a solution. My team developed 45 tailored creative variants, each aligned to specific learner personas and qualification stages, ensuring every touchpoint reflected the student’s unique context and journey. Email was positioned as the campaign’s strategic backbone, integrating paid social media activity to sustain momentum and reinforce key messages in high-engagement channels. To maximise impact, we synchronised campaign bursts with market-specific events, creating timely relevance and stronger emotional connection. This orchestrated, multi-channel approach ensured that every element worked in concert - increasing resonance, building brand affinity, and delivering measurable uplift in engagement.

Outcomes

  • Delivered 45 personalised creative variants mapped to learner personas and qualification stages, directly supporting ACCA’s goal of delivering relevant, personalised experiences that strengthen student and member engagement.

  • Achieved 174,000 unique click-throughs, exceeding campaign benchmarks and contributing to ACCA’s growth objectives by increasing responsiveness and driving qualification progression.

  • Increased perceived brand relevance, reinforcing ACCA’s position as a supportive, student-first organisation and advancing its purpose of acting with inclusion and authenticity.

  • Strengthened internal confidence in centralised campaign execution, improving organisational capability to deliver at scale and supporting ACCA’s commitment to operational excellence.

Turning Data into Stories: Loyalty rewards campaign

Methodology: I enjoy quirky and creative campaigns, and as soon as Spotify released their Spotify Wrapped campaign on billboards and I saw the impact it was having amongst myself and my peers, I realised that data didn’t have to be boring. In fact, it could be a compelling tool to showcase the stories in the numbers. The campaign took each user’s listening data from the year and transformed it into a personalised, visually striking summary of their top songs, artists, and genres, presented in a shareable format optimised for social media.

Process: At the time, I was part of the social team but approached the Chef Rewards loyalty programme manager with an idea. My hope was to dig into the programme’s data to uncover interesting and unexpected stories behind members’ purchases and redemptions, which could then be turned into emotionally compelling content.


The Chef Rewards programme awarded points for product purchases that could be redeemed for rewards, but while functional, it lacked the storytelling and personal connection needed to inspire both acquisition and long-term loyalty. Drawing on the cultural success of Spotify Wrapped, I proposed a storytelling concept for loyalty data, transforming transactional information into authentic stories that celebrated the chefs behind the purchases.

I began by analysing redemption data to identify moments with strong emotional resonance. One chef had saved points to redeem an engagement ring, a moment that perfectly captured the programme’s potential to create lasting personal value. This became the flagship story of the campaign, supported by other personalised redemption stories presented in an engaging, visually dynamic format.

Working with cross-functional teams, I directed and executed the rollout across paid and organic social media, email marketing, website features, and point-of-sale print. The format’s flexibility allowed for regular updates with new stories, enabling it to evolve into an always-on asset that continued to drive engagement long after the initial launch.

I enjoyed this storytelling numbers idea so much, that when I left my role at Unilever to join ACCA I also rolled out the same idea of utilising data to tell interesting and untold stories. These content campaigns were done at the end of the year and generated high levels of engagement and further conversations.

Outcome:

  • Drove a significant uplift in new Chef Rewards sign-ups (exact figures confidential), contributing directly to Unilever Food Solutions’ acquisition and retention targets while strengthening long-term programme growth.

  • Increased programme engagement and redemption rates by reframing the scheme through emotionally resonant storytelling, deepening loyalty and reinforcing the brand’s reputation as a partner to the chef community.

  • Established the “year-in-review” storytelling approach as a permanent, always-on feature of Chef Rewards marketing, embedding it into the programme’s ongoing engagement strategy and keeping it culturally relevant.

  • Positioned Unilever Food Solutions as a brand that celebrates and understands its customers’ personal lives and achievements, not just their purchasing habits, enhancing emotional connection and brand advocacy.

  • Created a repeatable data storytelling model that could be applied to other customer engagement initiatives, enabling future campaigns to leverage operational data for creative, high-impact storytelling.