Project: Bieber or The Bard? (2016)

Position: Senior Global PR Manager, Deezer

Role: Creative & Communications Strategy

As PR Manager at Deezer, I spearheaded a campaign to boost brand awareness by leveraging the 400th anniversary of William Shakespeare's death, connecting Deezer to a prominent cultural moment. We conducted a nationwide survey to determine whether British people were more familiar with the words of William Shakespeare or Justin Bieber, and found that Bieber's lyrics resonated more with younger audiences.

The campaign's unique hook, "Deezer reveals that Brits are more likely to recognise Justin Bieber quotes over those of Shakespeare" struck a chord with press blending modern pop culture with classical literature. This innovative approach paid off, achieving 67 hits and reaching over 454 million people. Our survey results were featured in publications like The Guardian, The Independent, Billboard, and The Sun, demonstrating the campaign's wide-reaching impact.

This campaign required me to seamlessly manage both Deezer's in-house PR teams across various markets and an external PR agency, ensuring a cohesive and effective approach.