Lauren Boniface

CONTEXT
The Amex Platinum Card offers attractive benefits like airport lounge access, family travel insurance, and exclusive event access. Still, sign-ups have declined as potential members are unaware of these perks.

CHALLENGE
Due to strict financial criteria, Amex faces difficulties reaching its eligible audience. Despite producing significant social content, much is unseen due to the lack of paid media support. Generic ads drive traffic to the website, but few users qualify.

SOLUTION
I worked with planners and content strategists to design a personalized social campaign targeting Amex prospects. By using micro-targeting, I identified prospects through advanced behavioral and interest criteria. I crafted a consumer journey that highlighted Platinum Card benefits, encouraging sign-ups.

The campaign leveraged FOMO (fear of missing out). Frequent travelers might hesitate to pay £450 for unclear benefits but value time-saving services like airport lounge access. Our messaging, “If you had Amex Platinum, you could have benefited from,” targeted key audiences at pivotal moments. Retargeting efforts drove sign-ups via the website and in-platform ad formats, ensuring the right message reached the right users at the right time.

CONTEXT
British Airways (BA), the UK’s largest airline, offers exclusive benefits to BA card members, allowing them to earn Avios points for travel discounts. However, members often struggle to understand the value of their points, leading to frustration and missed opportunities for redemption.

CHALLENGE
BA Card Members participate in various airline loyalty programs. Despite BA’s tools to enhance point understanding, members find it difficult to effectively see the value and redeem their Avios points.

SOLUTION
I advised on audience segmentation using social targeting, tailored messaging for each group, and crafted a consumer journey to encourage Avio redemption.

The campaign strategy informed the creative brief, the consumer journey on social, and the media plan.

Our approach aimed to demonstrate the tangible value of Avios points by personalizing communication-based on CRM data segmentation, relationship status, and location.

Social media played a crucial role in educating BA card members on redeeming Avios in meaningful ways, making each point feel valuable. The campaign delivered personalized destination offers, ensuring every member saw relevant and attractive travel opportunities.

CONTEXT
As community and content director at OLIVER U-Studio, I led a team of 15 social media managers and content producers. My key objective was to elevate content quality and relevance across 15 Unilever brands, ensuring alignment with evolving social media trends.

CHALLENGE
Our department was known for creating viral “reactive content” by monitoring social listening dashboards to identify top online conversations. However, as social media dynamics and consumer behaviors shifted, the content lost its viral impact. The challenge was to revamp our strategy to produce engaging, relatable content across the diverse brand portfolio.

SOLUTION
I introduced a new content strategy that began with a content audit to extract insights and identify opportunities. We focused on using data to discover subcultures and create content through a cultural lens. I also implemented bi-weekly inspiration sessions to explore successful campaigns from other brands, inspiring the team to approach content creation with fresh, bold ideas. This strategy resulted in more culturally relevant and impactful content, enhancing brand engagement and sharing of voice.

CONTEXT
I partnered with Maison Perrier Global to design a launch event for their new product line that would go beyond traditional branding. The objective was to create an interactive, memorable experience that deeply engaged guests while aligning with the brand’s innovative, refreshing identity.

CHALLENGE
Maison Perrier wanted to make a strong impression through their product launch by offering more than a typical event. They sought to reflect their brand’s creativity and community values in a way that would resonate with the target audience.

EXECUTION
Throughout the evening, attendees engaged with both the artwork and the brand by adding colors and words to the mural. The immersive atmosphere combined sensory elements—visual art and taste—to fully captivate the audience. Social sharing was encouraged, and the interactive installation created numerous buzzworthy moments.

RESULTS
• Active engagement: 80% of attendees participated in the art creation.
• Increased brand visibility: Over 200 social media posts using the event hashtag.
• Client satisfaction: A post-event survey showed 95% of guests had a positive perception of the brand following the event

CHALLENGE
The goal was to craft a relatable virtual ambassador that embodied Caribbean culture while appealing to a broad audience. This required co-creating culturally rich content with generative AI and ensuring it resonated across social media platforms.

SOLUTION
I developed Cari’s warm, adventurous personality, combining modern travel sensibilities with Caribbean heritage. Collaborating with GenAI, I co-created social media content, highlighting the region’s diverse traditions. The content was part of an omnichannel strategy, extending across Instagram, Facebook, and email marketing.

RESULTS
• 85% of users felt Cari authentically represented Caribbean culture.
• Social media engagement increased by 30%, with a 25% growth in followers.
• The campaign boosted brand visibility, expanding content reach by 40%.

CONCLUSION
I demonstrated strong leadership in creating Cari, which combined cultural storytelling with innovative AI-driven content. This enhanced Caribbean Airlines’ brand presence and facilitated stronger audience connections.