Johnnie Walker 2020/21 Sustainability Drive (Inside Ideas)

To support the promotion of Johnnie Walker’s ‘Gift of One Million Trees’ announcement, I worked with the Inside Ideas team to lead social strategy, craft campaign copy, and shape the brand’s paid and organic social presence. The campaign centred around a vibrant, dynamic video introducing Johnnie Walker and Diageo’s commitment to plant one million trees across Scotland—amplifying the global press announcement on 8th December.

I developed a suite of supporting messaging and social assets, with copy tailored to introduce the initiative to consumers as the beginning of a broader sustainability journey. Markets were encouraged to activate the story locally using the toolkit, helping bring the brand’s environmental commitment to life worldwide.

To further increase engagement, an internal employee competition was launched in partnership with SMART’s agency—encouraging staff to share campaign assets using #JWNextSteps and #SpiritOfProgress.

Alongside PHD, I supported paid media planning to extend reach and visibility. The campaign reached over 1.7 million people and delivered more than 2 million impressions. On Instagram alone, content reached over 56,000 users, generated 57,000 impressions, and achieved a 3.66% engagement rate. Twitter saw over 6,000 impressions, 700 media views, and a 2.96% engagement rate—demonstrating the campaign’s strong resonance across platforms.