Ninja Kitchen - High Engagement Reels

As Social Media Account Director at McCann (IPG), working on the strategic development and execution of social content for Ninja Kitchen UK across Instagram and TikTok. 

Our focus was on driving brand visibility, community growth, and engagement through a data-led approach.

By leveraging creator partnerships, trend-led short-form video, and platform-native storytelling, we delivered significant uplifts in reach and engagement. On Instagram, reels (example Thiery Henry Pizza Oven) became a key driver of performance, while TikTok growth was fuelled by culturally relevant (example SLUSHi Spritz) content and strategic use of sound and timing.

The result was a marked increase in social performance and increasing TikTok followers by 1m. Reinforcing Ninja’s position as a market leader in innovative kitchen technology.

As Head of Social Media at Block Labs, I led the strategy and execution across a portfolio of high-growth Web3 and crypto brands, including Wall Street Memes, Best Wallet, and WSM Casino. 

The challenge: turn complex, often volatile subject matter into accessible, high-performing content for a fast-moving audience.

Instagram and Twitter (X) key growth channels, with Reels at the heart of our content strategy. By combining trend-led creative with sharp messaging and a deep understanding of the crypto community, we consistently delivered viral content that drove significant follower growth and millions of organic views.

High performing reels - 

5.8m views, 16m views,

In all content work, the creative and the content play a vital role and have to be aligned to audience needs, more on this can be read in my blog for Creating Killer Content. In recent work for Travel and Gambling clients there has been outstanding success using this strategy for Brand Engagement performance.

Key Tactics

• Create a content plan around the 6 key pillars; Inspire, Entertain, Reward and Help
• Develop an authentic social first design language that also represents the brand
• Recreate trending and local topics for the brand

Key Achievements

• Publishing over 200 assets per month across 5 regions
• Social post performance regularly 200-500% above targets;
  • Movie post as shown above - 3.8k Brand Engagements
  • Wimbledon post as shown above - 3.6k Brand Engagements
• Creating average shares of over 2.5k each month

Using experience from the English Premier League with Newcastle United, there were multiple strategies and tactics for reaching adjacent audiences through sporting partnerships and social media. Recent work includes CFR Cluj in Romania, the Raptors basketball and Leafs ice hockey teams. 

Key Tactics

• Align audience propositions around Entertainment
• Create social design toolkit and content pillars
• Recruit authentic Creators
• Provide exclusive content and access

Key Achievements

• Created over 20 published items per month
• Exclusive competitions to win tickets and attend with branded content creators
• Activation of experiential activity at games

Experienced in social paid activation on all major platforms, Meta, Twitter, TikTok and Snap. Using innovative social paid tactics around audience selection, combined with a social first approach to creative increased performance of a recent campaign for Visit California by over 200%.

Key Tactics

• Audience retargeting within Meta
• Google Tag Manager to retarget across PPC, Display etc
• Complimenting direct response ads, with Brand and Social first
• Localising content for the domestic market

Key Achievements

• Delivered 200% increase on awareness targets
• Social first vertical content returned over 4% CTR

With knowledge of all major social media and listening tools I can develop processes and reports that deliver business and competitor insights. At EDF and PokerStars I built social media brand benchmarking dashboards. As shown above (red line), this can be used to dominate other well established brands.

Key Tactics

• Audit business goals and align with social media metrics
• Deliver dashboards which show performance
• Build search queries to follow all market competitors
• Analyse data to provide meaningful insights

Key Achievements

• Created social benchmarking reports for 5 key markets
• Built dashboards to show share of voice for Brand Engagements
  • Brand Engagements = comment, like or share
• Feed insights back into content production to dominate well established brands in a short period of time

Complimenting content pillars such as Inspire and Entertain with Help and Inform, as shown above respectively. This allows gaming brands to grow their audiences sustainably.

Key Tactics

• Reframe responsible gambling narrative positively
• Highlight the positives around taking a break
• Showcase games and features with engaging social first design

Key Achievements

• Delivered 10% of all content for responsible gaming
• Responsible gaming post above received 6k brand engagements, with over 600 shares
• Gamification of products as shown with the Rich Wilde game post returned over 2.5k Brand Engagements

Experience in global content development with EDF and PokerStars, building local content teams and processes. As shown above in Spain a newly launched brand achieved top spot in under 9 months.

Key Tactics

• Understand key local trends and audience insights
• Work with local content experts
• Deliver authentic content

Key Achievements

• Delivered over 500% above target for brand engagement
• Created real world Spanish content to compliment graphical social media posts
• Dominated a market of 14 well established gaming brands
• Delivered truly authentic Spanish content regularly receiving hundreds of shares