The document provides information about Marcus Ray's credentials and experience in digital marketing and content creation. It summarizes four notable projects Marcus worked on: 1) A viral dance video campaign for Diesel jeans that generated millions of views and a 50% increase in sales. 2) A music documentary series for Red Bull Studios that was commissioned for a second season. 3) Rebranding and content strategy for fashion brand 55DSL that grew social media followers by 220%. 4) Developing a brand strategy and positioning for the relaunch of the BFI Player through audience research and workshops.

1. Marcus Ray
— Credentials

2. My background is heavily rooted
in digital — how to successfully
tell an ongoing brand story across
multiple channels, devices and
communities.
I help people plan and create
campaigns, content and
experiences that audiences
actually want to spend time with.
About
Marcus Ray
gmarcusray@gmail.com
0785 227 4434

3. Work
— A snapshot of notable projects

4. “How a jean company launched a
dance craze (or at least a Viral Video!)”
PROJECT 1
CLIENT

5. The Challenge:
The Solution:
For the launch of ‘Jogg Jeans’ Diesel’s denim/jersey
hybrid, as Diesel’s Global Head of Brand Programming
& Content I was challenged to create a digital only
campaign that would recreate a similar impact to
Diesel’s iconic Print and Outdoor work of old.
Identifying dance as our area of opportunity and a
content focussed approach as the best means to
communicate, entertain and gain earned traction, a
fully integrated campaign was rolled out around the
world — from in store and eCom to socials and events.
—
That rarest of creatures,
really good branded content
A-Z of Dance
Click to view
A-Z of Dance

6. More than just engagement, the campaign
drove business: We arranged 200+ ‘A-Z of
Dance’ in store events around the world, driving
massive increases in both footfall as well as
basket sale value: up to 50% of Jogg Jeans
sales for the year came in the three weeks after
campaign launch.
UNPRECEDENTED RESULTS
> The most liked instavid in
Diesel’s history
> 7,000 new Instagram
followers in a week
> The most favourited tweet
in Diesel’s history.
> 3 Million views in under a week
> Over 10 million across
all platforms
> The most liked, shared and
commented upon content in
Diesel’s history.
Every dance move from a to z showcased in
one ridiculously insane video...
A-Z of Dance

7. PROJECT 2
CLIENT
“The films offer genuine insight into the
music-making process. The Producers
manages to transcend most corporate/
music tie-ins out there”

8. THE CAMPAIGN
I conceived, realised and activated
“The Producers”, a pioneering music
documentary series which helped launch
and establish Red Bull Studio London as a
cultural hub.
> 12 x Episodes
> 12 x Trailers for social media and press
> Stills for social media and press
> Full show franchise identity created
> Print, digital and outdoor ATL assets
> Seeding & Press strategy
Red Bull Producers
THE IDEA
“The Producers” performed so well that it
was commissioned for a second series.
The format would go on to be rolled out
across other RB Studios as they opened
around the world.
Click to view
Diplo & Lee’Scratch’ Perry

9. Red Bull Producers
Selecting partners who can be trusted to understand and
add to the Red Bull brand is no easy task. That we worked
with Marcus in creating The Producers and extended the
partnership for a second series speaks for itself.
Shannon O’Flynn — Red Bull Culture Marketing Manager

10. PROJECT 3
Brand Reboot

11. METHODOLOGY:
I guided a complete overhaul of the
millennial fashion brand 55DSL over 4 seasons:
Evolving how it looked, communicated and
functioned — from analogue to digital, broadcast
to conversation.
> Global research reporting via hand
picked panels across 8 key territories
> 6 films with 6 marquee Directors, 55DSL’s
first entry into content marketing
> 6 ATL campaigns, look books, and events
with each tent pole film
> Community management, seeding and PR
> Retail strategy and product tie-ins
55DSL

12. NOTEWORTHY:
> Films invited and screened at Milan
Film Festival, Barcelona Film Festival and
Williamsburg’s SummerScreen
> Our Directors such as CANADA (Justice,
Phoenix, Common) became spokespeople
for the brand at press Q&As
> All 55DSL social media accounts grew by
over 220% in just two seasons
> Established ‘55 Studio’ a creative network
of bloggers, artists and musicians around
the world as ambassadors, broadcasters
and friends
Click to view
“Beyond Mountains More Mountains”

13. Through research, strategic insight and a deep understanding of online
behaviours, Marcus gave us a roadmap that enabled 55DSL to make
the transition from a push marketing company to become a brand with
cultural significance collecting followers, fans and column inches.
Charla Caponi — Global Marketing Manager

14. PROJECT 4
Relaunch Strategy

15. METHODOLOGY:
Working in tandem with Design Agency UFO
Studio, I was tasked with developing an
overarching brand strategy, tone of voice and
positioning that would inform a complete re-
brand of all BFI Player visual communications.
> 4 audience segmentations were defined,
research into online habits specific to film
as well as brand and lifestyle choices was
undertaken.
> I built upon this with deeper insights
gleaned from small focus groups of
influencers from across art, tech and
entertainment industries.
> Extensive analysis of the marketplace,
together with media and social landscapes
as they related to film strengthened brand
placement and the tone of voice it must adopt
once there.
> Internal workshops were conducted with
key BFI stakeholders to harmonise thinking
as well as ensuring the larger BFI brand’s
behaviour was integrated into my strategic
roadmap.
BFI Player Strategy

16. BFI Player Strategy
The research, workshops and final strategy documents delivered informed the final brand assets created by UFO studio.

17. Thank You