LYDIA SLEEMAN BAILEY

Strategist and Brand Marketer

I’m known for my energy, enthusiasm, and ability to inspire teams. I bring a sharp strategic mind, strong leadership skills, and a creative, proactive approach to every project.

My career spans over seven years in marketing and strategy. Plus I spent a couple of years getting my Marketing and International Business degree while working in account management.

WORK

Brookvale Union had raging success across the Tasman: people even got tattoos of the critters on the cans. But these were new flavours to us NZers, and we needed to bring that cult-like status over here.

Instead of leveraging the nostalgia that had won Aussie fans’ hearts, we had to bring our humour in a fun, irreverent way. Why not tell New Zealanders to treat their tongues to this new beverage?

Now, we have a new way to drink with the old pub classics.

Within 2 months of launch, we achieved 5% of the light RTD market.

Social media is a cesspit of ads and distracted attention. ASB wanted to communicate that they were the trusted, innovative bank here to support New Zealanders in trying times. Especially when it comes to Frauds and Scams.

Pixel World became a socially-led and social-first way of approaching Frauds and Scams, gamifying our beloved Ben and Amy and educating the public.

Pixel World gave us a CPR of 0.13c and a reach of 1.5M.

We sought to address the raging customer dissatisfaction for a bank to charge fees on their accounts. Once this campaign was done, ASB would have $0 of fees on all accounts.

That this might not make a significant brand love or NPS scores increase, it’s an unlock in the right direction. It makes you feel a little less resentful.

So now, ASB is on the road to zero fees - and so are customers. The campaign resulted in over 10,000 new customers in two months, an NPS uplift of 3 points, and 80% of people switching their main card across to an ASB Visa Debit.

Supported Client Service Director and Senior Account Manager on the award winning Ben and Amy work (Sustained Success, 2023).

This spanned brand, home lending, investment products, and insurance products.

The rebrand took nearly a year, from testing, to strategy, to launch. A huge effort for great results for ASB.

And I am writing strategies for Ben and Amy today!

Awards

Effies, Financial Services - How ASB Levelled Up Their Money Game (2023) Silver

Pressies, Corporate PR - Bagels. Made by Benee, backed by Science. (2023) Gold

Pressies, Strategic Thinking and Insights - Bagels. Made by Benee, backed by Science. (2023) Silver

Co-wrote case studies alongside creatives for all Cannes and Axis awards for Bagels by Benee (Golds, Silvers, and Finalists)