Olivia Fallon

In 2024, one of the core themes of global student housing operator, Yugo's annual Global Students Insights Project was AI and its impact on students. After analysing the raw data collected from over 7,000 students across the globe, I constructed a narrative and put togther a summary report on the topic, to be distributed amongst the brand's stakeholders and as part of a PR push.

A press release I wrote announcing Holiday Extras' 2026 travel trends and top destinations predictions secured coverage across key industry titles, including Travolution.

For this survey campaign on behalf of bathroom company, nuie, I crafted regionalised press releases from data they had collected on the toilet paper habits of the nation. These were then picked up by several national regional publications including The Mirror.

Thanks to press releases and spokesperson comments written by me, Chester Zoo generated a media buzz before they'd even opened their new safari style accommodation experiences for booking. We generated coverage from the likes of The Liverpool Echo, Country & Town House, LBN Daily, Cheshire Live, and this piece in Secret Manchester.

Pandrol wanted to promote their upcoming presence at Innotrans 2024 ahead of the event itself, where they planned to launch a brand new, industry-first product range. As part of the team managing the paid ad campaign, which included ads across Google and LinkedIn, I provided optimised copy designed to tease the launch and build anticipation for the event, encouraging industry professionals to sign-up and attend. The campaign generated 324,179 impressions, 3560 clicks and a 1.1% click-through rate

While working in an agency team managing a full optimisation of the Pandrol website, I provided SEO copywriting for product and category pages. This has included researching and understanding complex rail engineering products and services and simplifying technically dense information into concise, digestible content that follows Google's EEAT principles. Since January 2023, we have boosted active users by 66.6%, new users by 65.4%, page views by 60.8%, and sessions by 63.7%.

During my time at GOLD79, I've kickstarted a marketing and culture project that killed two birds with one stone – improving intra-agency bonding, while also creating content for the GOLD79 website. Getting to Know GOLD sees team members who don't usually work closely together pair up and sit down to chat through a series of fun prompt questions, which I then write up into interview-style blogs. This is the first blog of many in the series.

Alongside a junior copywriter, I led the delivery of content for the Cloud Nine Healthy Hair Hub – the brand's go-to destination for expert tips, practical advice, and style inspiration for smoother, stronger hair. The hub combines expert-led, research-backed guides on everything from nourishing your scalp to dealing with hair loss, enhancing users' knowledge, boosting their confidence, and raising brand trust.

The TOMY Christmas Gift Guide 2024 outlines all the top toys for families and kids of all ages, so consumers can prep their wish lists for Christmas.

As part of an SEO campaign designed to boost Cloud Nine's brand visibility and trust against key competitor, ghd, I produced countless blogs like this, demonstrating the brand's expertise.

As part of CLOUD NINE's partnership with TV's Gabby Logan, the brand wanted to release a blog containing Gabby's top tips for styling midlife hair. Touching on themes of menopausal hair and ageing gracefully, this comprehensive blog draws on Gabby's own life experiences, with the input of one of CLOUD NINE's hair education professionals.

The CLOUD NINE Temperature Calculator is a first-of-its-kind online quiz tool that tells users the bespoke optimum temperature they should be using their hairstyling tools at to maximise style while minimising heat damage. For this project, I produced creative end-screen copy for every possible outcome.