JOSHUA MANNING: PORTFOLIO

CONTENT & COMMUNITY MANAGEMENT

During the short amount of time I have spent working on the Freedom Foods account I have been responsible for creating and managing content across Facebook, Twitter, Instagram and the Freedom Foods Blog. As well as assisting with day to day content, I played a key role in implementing the Freedom Farmers social media campaign, as well as developing tailored approaches to Twitter and Instagram, moving the brand away from repurposing their Facebook content for these channels.

HEALTH TIPS & SEASONALITY

BLOG CONTENT - DR JOANNA MCMILLAN

NEW INSTAGRAM DIRECTION

With Freedom Foods looking to redefine themselves as a healthy lifestyle publisher I created an Instagram account, almost exclusively using UGC, full of delicious imagery, by encouraging people to tag their Freedom Foods creations and whole food meals with #FreedomFoods. Being renowned as a brand that produces a wide range of allergen free products, I looked to feature meals and recipes that were safe for those with food allergies and intolerances.

FREEDOM FARMERS - SOCIAL CAMPAIGN

A series of videos about Freedom Foods’ farmers and their relationship with the food company. The series covered a wide range of key themes including the family nature of the farming business, the lengths to which farmers go to produce allergen free crops, the value of non-GMO foods and the positive and close relationship that Freedom Foods has with its farmers. I was responsible for writing copy for the blog posts containing the videos, developing a clear strategy for the implementation of the campaign across multiple platforms, briefing creative to create video content and creating still image content across social channels.

FREEDOM FARMERS - FACEBOOK CONTENT

FREEDOM FARMERS - INSTAGRAM CONTENT

CONTENT & COMMUNITY MANAGEMENT

During my time working on the HotelClub account I have been responsible for creating and managing Facebook content as well as assisting with the implementation of a new editorial approach to the brand’s content and writing and editing blog material. The editorial approach required, like a travel magazine, for a different theme each month, in line with key destinations and merchandise offers being run by HotelClub.

MARCH 2015 - ‘LIGHT’

APRIL 2015 - ‘ISLAND TIME’

SALES, PROMOS & TOPICAL CONTENT

CONTENT & COMMUNITY MANAGEMENT

During my short time on the Vonu (CCA) account I was responsible for creating and managing Facebook content for the brand across three key content pillars. I also developed a number of creative and social concepts for the brand, involving videos, physical activations and expansion of Vonu’s digital ecosystem to other platforms including Instagram, Spotify and Medium.

PURE FIJIAN RAINWATER

FIJI LIVING

TURTLE CONSERVATION

INSTAGRAM CONCEPT

Made from pure Fijian rainwater, Vonu brings you there purest places on earth. Hashtag #purestplacesonearth to be featured.

Having researched Vonu’s competitors in a premium beer market, it became apparent that those brands that went beyond their heritage, and became a symbol of something much bigger, outperformed those that relied on it as their primary emotional touchpoint. In an attempt to move drinkers connection with Vonu away from Fiji related nostalgia, and using pure Fijian rainwater as a connection, I developed the concept of #purestplacesonearth, a Vonu Instagram account that brought it’s followers imagery of places pure and untouched, sparking their wanderlust and driving their thirst for pure experiences. The image below is a mock-up of the concept.

HAPPY PEOPLE BLOG SERIES CONCEPTA challenge we had with Vonu was to bring Fijian positive approach to life to western culture, encouraging people to place emphasis on mindfulness, family, friendships, and being true to themselves to be happy. The concept was to interview a variety of people who’d veered from the conventional paths and taken risks in order to find happiness and fulfilment. The aim? To inspire our audience to look beyond material possessions in order to achieve happiness, instead looking within to see where their true aspirations lie. Having no website on which to host the blog, Medium, with its more text-based focus and appeal amongst aspiring professionals, was chosen as the platform on which to host the interviews. Below are four examples of the types of people we would be interviewing.

Ian Jorgensen,

Combined his love of

photography and DIY

and alternative music

via A Low Hum. What

started first as a record

label and then music

magazine has become

a movement, hosting

festivals, making music

videos, managing and

touring bands and

publishing books.

Anh Do author, artist,

actor and comedian.

Came to Australia as a

vietnamese refugee.

Studied law however

went into stand-up

comedy after balking

at a 60 hour working

week. Successful

stand up career,

featured on several

TV shows and been a

finalist in the

Archibald Prize.

Kate Bezar, founder

of Dumbo Feather Magazine. A trip to

the newsagent

prompted her to start

it after she couldn’t

find a magazine that

she identified with.

After 7 years quit

Dumbo Feather to be

a full-time mother,

dissatisfied at being

unable to do both to a

high standard.

Luke Powell is a chef.

6 years working at

the world-renowned

Tetsuya. Left to put

together a simple

burger menu for his

friends at Mary’s

Burger. Inspired by

his love of cooking

with meat opened his

own smokehouse

restaurant, forging his

own path.

CONTENT & COMMUNITY MANAGEMENTDuring my short time on the ABCo (CCA) account I assisted in creating Facebook, Twitter and Instagram content whilst also assisting with the editing, and promotion via social channels, of the ABCo Brewers’ Blog. I also assisted with the concepts for the Yenda bottled range launch on social media channels and a number of topical post concepts.

YENDA BOTTLED RANGE LAUNCH

AUSTRALIAN BEER CO BREWERS BLOG

LINK ARTICLES AND EVENTS

SPLENDOUR IN THE GRASS - BAND EMOJIS CONCEPT

👹➕👨 = Of Monsters & Men

👩➕📠 = Florence & The Machine

😎 = Mark Ronson

👦➕🐻 = Boy & Bear

🚀 🏢 = Flight Facilities

🌲🎿 = Alpine

👻🚕🕓😍 = Death Cab for Cutie

😈😱😴 = Bad//Dreems

😺🐟➕🍼👨 = Catfish & The Bottlemen

👸💉 = Royal Blood

🙏🙌 = Spiritualized

🚺🚹 = MS MR

💧💍 = Purity Ring

👌🌅 = Best Coast

💃🌈 = Babe Rainbow

⛪️ = The Church

With the announcement of the line-up for SITG 2015 we saw a great opportunity for ABCo’s fledgling Yenda craft beer range to gain exposure with a large, and highly relevant, audience. Matching well with the witty, creative and distinctly Australian tone of voice we were pursuing for the brand, the concept we developed was for a number of emoji tweets representing different bands that had been announced to play the festival. The first people to reply to the tweet and guess the band name correctly would receive a carton of their chosen Yenda variety.