Christopher McKay, Head of Brand Engagement at Hillarys shares his career-defining failure when working at Ministry of Sound, revealing how a creative idea bombed due to lack of audience research and testing.
• Started career in journalism before moving to PR at CalPR in Leeds
• Moved to Ministry of Sound in London
• Created "French Lessons with Bob" featuring DJ Bob Sinclair teaching French phrases
• Campaign received only 50 likes compared to the usual 800-1,000 engagement
• After two failed posts, had to cancel the planned 10-part series
• Learned a valuable lesson about using data and insights before creative brainstorming
• Key takeaway: Test before investing significant resources into a campaign
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