IGN Australia

The IGN AU social media following was my greatest weapon. A scythe that could cut through all the meaningless noise.

The brand carried weight and resonance, advertisers recognised this and would scramble to partner with us in order to maximise their reach and drive quality conversions.

Because of this we play a key part in many high-profile go-to-market campaigns.

• I helped increase the combined IGN AU social media following to 150K+ and drove engagement growth by 25% through strategic content marketing.

• My colleagues and I accomplished this through consistent organic content production at a local level, as well as through promotion of integrated marketing initiatives we brought to life in collaboration with our global counterparts.

Aside from managing the IGN AU brand, the bulk of responsibility took the form of responding to creative requests for proposals for brands that courted our services. When a pitch was successful, I would be tasked with writing an article or the script for a video. Other times I’d work with my colleague on devising a strategy to produce an online element, like a competition, or a physical activation, such as a consumer event.

Whatever we pitched—often a bespoke concept to address the brand’s objectives—it would serve as an integrated component in a larger, omnichannel campaign. The idea was that the piece would present organically but also effectively advertise the product or service.

Continue on to learn more about what I consider to be some of my most successful campaigns.