I led the brand audit, campaign benchmark analysis, opportunity, objectives, audience profile, creative concept and four-destination system. I also developed the commercial logic for My Summer Forecast so the quiz could guide product choice and create a measurable path from participation to purchase.
02Social & digital campaign
Fictional concept & pitch
The Bydee Grand Tour
An eight-week destination campaign designed to support product discovery and keep customers engaged across four collection drops.
Official Bydee campaign imagery used as a brand benchmark.Fictional campaign concept developed as a strategic pitch. Bydee was not involved in its development.
Project context
01 / The challenge
Bydee already creates strong destination-led campaigns. The opportunity was to give the customer a more active role and create a clearer connection between social discovery, product choice and purchase.
02 / The response
The Grand Tour released four destination capsules across Sydney, Rio, Athens and Ibiza. My Summer Forecast acted as the campaign engine, using a short visual quiz to reveal a destination identity, curated product edit and shareable Forecast Card. A time-limited code connected participation to a collectable gift and measurable sale.
My contribution
My role and contribution.
Developed as a two-person strategy pitch. My work established the strategic and creative direction used throughout the channel, journey and measurement sections.
A 17-page social and digital campaign pitch with audience strategy, destination rollout, channel roles, customer journey, KPIs and measurement.
Campaign conceptBrand benchmarkingAudience insightCampaign objectivesDestination system
Strategic rationale
Decisions behind the work.
Guided product discovery
Fit, shape and coverage preferences were weighted carefully so the Forecast could produce a useful product edit.
Recognisable brand codes
Travel, print and collectable detail extended strengths already present in Bydee's campaign world.
Measurable participation
Forecast completions, shared cards and time-limited codes created a clear path from engagement to product interest and sale.
Campaign architecture
Four destinations. One connected customer journey.
Sydney
Coastal launch
Introduces the campaign system through a familiar Australian destination and a clear product edit.
- Campaign role
- Launch the Forecast, creator demonstrations and the first destination capsule.
- Measurement focus
- Forecast starts, completions and shares
- 01Discover
- 02Complete
- 03Match
- 04Share
- 05Purchase
- 06Return
Project gallery
Selected campaign outputs.
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