Un.titled
Leading a historical social re-brand for Un.titled.
Overview.
Un.titled is an award-winning Leicester/London creative agency, originating at the dawn of digital in the early 2000s. After celebrating a 20th anniversary, a merger with TinCan and being acquired by Williams Commerce Group, it was time for a significant brand refresh and repositioning.
We unveiled a slick new website, and with that came an opportunity to create a consistent identity across all platforms, primarily social and communications. At just 17 and the youngest Social/Content Wizard on the marketing team, I was placed in a dedicated group tasked with defining a tone of voice, establish core brand values and craft a streamlined social strategy for the brand going forward.
Role: Social Wizard
Sector: Digital Marketing
Agency: Un.titled
Brief.
Un.titled had an incredibly strong design heritage, working with a varied portfolio of high-end brands. After being acquired by Williams Commerce Group in 2017, a lot of their unique personality and independence had disappeared. Our goal was to define a recognisable tone of voice, show the agency as the category leader and inject fun back into their marketing.
Response.
To achieve the 3 objectives set, we realised early on that pouring time into social alone wouldn’t work. We needed a coherent marketing strategy. Working with the Agency Head and various designers, we crafted a fully-fledged strategy which centred around monthly content focuses the agency wanted to push. Once the plan had been signed off, we could turn our attention to the fun part. Nailing social media for a historic agency.
Anyone who has worked agency-side knows a simple fact - internal marketing is always put last. To make things stick for Un.titled, we needed to make it easily deliverable, approvable and replicable. We collaborated with the design team to create a vast collection of templates, requiring fewer resources and also allowing us to be reactive on occasion. As you may know, it’s key you keep agency owners on side when it comes to internal marketing, so less resource is always a win.
We tapped into the many great minds at Un.titled for their opinions, took people behind the scenes of our workshops, built relationships with clients old/new to increase reach, took advantage of cultural events relevant to the brand and most importantly, created content that looked f**king gorgeous. Because - that is what the Un.titled audience wanted.
Results.
Whilst our KPIs were around engagement and leads, a lot of the early strategy was based on laying the groundwork. The new approach saw an uplift in followers, engagement and reach for the x3 social channels, primarily Instagram, but I, unfortunately, have no tangible figures to hand. One of the other successes of our strategy was moving large quantities of followers from TinCan’s (agency merger) social platforms to Un.titled, which went down like a storm.
Visit @undottitled on Instagram or @undottitled on Twitter between August 2018 and March 2019 to see my work.
“Charlie massively improved the way we approach social for Un.titled. His enthusiasm to get it right is infectious and unique, a truly valuable asset to the team and a tough one to replace!”
DARREN BARRETT, DIGITAL DESIGNER