Project: Social Spokesperson for Orange UK (2008 to 2011)

Position: PR Manager, Orange UK

Role: Creative Strategy, Content Production, Social and Press Promotion

As PR Manager for the UK telecom company Orange, I developed and implemented their inaugural Digital PR strategy. This included creating their first digital newsroom and establishing the social profiles ‘@ConorfromOrange’ on Twitter and YouTube to disseminate company news.

Over several years, with no budget allocation, I independently produced, edited, and promoted a series of YouTube videos. These videos, presented from the perspective of an employee ‘insider,’ shared company news and provided in-depth reviews of flagship mobile devices. The content also included behind-the-scenes footage, positioning Orange as the premier destination for high-end, stylish multimedia devices complemented by innovative services and tariffs.

My strategy involved timing video releases with significant company press announcements. For instance, to coincide with Orange's announcement of its first Google Android range, I created a video highlighting the phone's unique features and capabilities. This video alone garnered over 312,000 views and sparked more than 230 comments, demonstrating a high level of audience engagement. The videos were regularly featured in prominent media outlets, including The Daily Mail, Gizmodo, and Engadget, which appreciated the value of multimedia content in their articles.

The Twitter handle @ConorfromOrange facilitated direct conversations with customers and media, humanizing the brand. The 15 videos I produced resulted in nearly 2 million unique views, marking a significant return on investment.

This campaign was recognized for its excellence, winning the 'Best Use of Video' award from CorpComms Magazine in 2010.