London Drugs - Vancouver content writing client
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London Drugs Content Marketing Collaboration

London Drugs is a Canadian retail chain of 78 retail stores focusing on pharmaceuticals, electronics, cosmetics, and household items. Everything they do revolves around 3 simple principles: people, planet, and progress.

Over 2 years I collaborated with an external 5-person team to create diverse content campaigns from end-to-end with the goals of boosting engagement and growing their online audience among their target customers.

  • Editorial Planning & Strategy
  • Blog Content Storytelling
  • Blog Content Revitalization
  • SEO Blog Writing
  • Social Media Content Writing & Contest Production
  • Social Media Engagement
  • Social Media Scheduling & Optimization
  • Influencer Outreach & Coordination

Project Goals

  • Increase engagement among target customers and social media followers.
  • Produce story-driven content and refresh previously published content to clearly reflect brand while balancing multiple content types and goals.
  • Unify the brand voice, messaging, and visual identity across channels.

Process

  • Collaborated with 5-person external team and LD in-house departments to elevate content and ensure brand consistency.
  • Navigated, balanced, and prioritized competing demands and content types–promotional, key messaging/values, and engagement.
  • Wrote evergreen and seasonal content; repurposed for publishing across relevant channels including Facebook, Twitter, Instagram Feed, Instagram Stories, Pinterest, and the LD Blog.
  • Reviewed analytics as a team and presented to London Drugs key stakeholders to measure strategy, received feedback, and pivoted as needed.

Results

  • Increased engagement exponentially over 2+ years.
  • Produced over 300 pieces of original content that was on-brand, value-driven, and consistent with brand standards and target audiences.
  • Assisted team to create framework to enable LD to migrate marketing efforts in-house.