From a single digital hub to a three-year integrated ecosystem, Fairy Non Bio proved that even the softest brand could lead the way in digital innovation for mums.
Key Results
£4.69
ROAS
£539K
Incremental Sales
3–10x
CTRs vs. P&G BMs
One of my first briefs as an Account Manager was to reinvent Fairy Non Bio’s communications strategy. Over three years I designed and executed an integrated, multi-channel ecosystem that spanned print, OOH, radio (Spotify), TV sponsorships, and pioneering digital partnerships across Yahoo!, Spotify, and leading mum platforms. I not only secured stakeholder buy-in for a bold pivot away from the brand’s traditional burst-TV model, but also managed the complexities of a three-way partnership that became a benchmark in itself. The program was later showcased as an internal P&G case study for successful digital execution, proving that even the softest brand could lead FMCG innovation through smart strategy, integration, and relentless execution.
Campaign Walkthroughs
Campaign Execution Examples
So What?
Fairy Non Bio’s transformation mattered because it proved that even the most cautious, TV-reliant FMCG brand could reinvent itself through digital innovation. For P&G, it became an internal case study in how to build an ecosystem rather than a campaign — measured not only in clicks, but in sales, loyalty, and cultural relevance.
For me, it was the project that shaped my approach as a strategist and operator. I learned how to take a skeptical client on a journey, stitch together partners into a coherent ecosystem, and balance short-term results with long-term brand building. More than the numbers, it was proof that I could lead without a safety net, deliver under pressure, and create work that people still remembered inside P&G years later.