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Contextualising Always On creative
Agency
Resolve Content
Client
headspace National Youth Mental Health Foundation
Role
Social Media & Content Manager, Social Media Strategist, Account Manager
Project type
Social Media Management, Community Management, Creative Services
As Australia’s National Youth Mental Health Foundation, headspace advertises across a variety of different channels, with different messaging considerations across each.
In collaboration with the Media Strategy & Research teams, we restructured our creative strategy approach to cover a wider variety of channels.
The media strategy called for a change in Always On channels – placing a focus on Traffic and Awareness objectives, while layering up activity with Conversion specific activity for headspace Services.
To ensure creative effectiveness and eliminate creative fatigue I restructured our creative asset delivery process, to align with creative messaging.
We aligned on a monthly refresh approach, to ensure we could contextualise our messaging each month with events and themes for young people, while ensuring our creative delivery process was streamlined and effective.
I also manage the concepting & creation of Twitch and TikTok-first social video assets, ensure that we adapt our content to include audience-specific messaging, as well as social trends.
