Social Archives - Sian Purdy • Design | Video | Social

P&O Cruises X BAFTA TV Awards

A social campaign for P&O Cruises, headline sponsor of the BAFTA TV Awards. The aim was to make the partnership meaningful for the P&O Cruises’ audience, moving beyond logo placement and celebrity access to something more purposeful, relevant, and distinctly on-brand in voice and tone.

The campaign ran across three phases – before, during and after the awards – combining platform-native, social-first content with live coverage and precision paid media. On the night, I was capturing social-first content live on the red carpet and editing assets for same-day posting. Every asset was platform-optimised; every post timed for maximum cultural relevance. Our strategy was informed by audience behaviour, with a tailored approach for each channel:

• Facebook: multi-image galleries and onboard video to engage the core cruise community.

• Instagram: influencer collaborations, Reels, carousels and Stories for entertainment-first discovery.

• TikTok: short-form, in-the-moment content and trending formats for shareability and new audience reach.

• X: real-time updates and event conversation at peak cultural engagement.

• YouTube: keyword-optimised, longer-form interviews and partnership hero content.

• Paid media (Meta and TikTok): phased campaigns moving from awareness to traffic to conversion, with creative tailored to each objective: organic-native formats for awareness, direct conversion assets in the commercial phase.

The results set a new benchmark for P&O Cruises’ BAFTA activity. Across paid and organic, content reached 27M+ across social platforms, generating 8.4M+ video views and 6M+ engagements. Purely organic video views hit 4.6M+ (+283% increase year-on-year). Paid performance exceeded every KPI: +53% reach YoY, +118% video views vs KPI, and a +200% YoY increase in cruise bookings. Positive sentiment reached 92%.

Vision Express X Ray-Ban Meta

As Vision Express’ social partner, we were thrilled to create the social content to launch the new Ray-Ban Meta glasses. This involved understanding how the tech worked so we could film POV with the glasses, as well as filming the models wearing and using the glasses.

Pre-production planning, directing models, filming, editing.

P&O Cruises // Brand model shoot

In October, we were tasked with delivering a full-scale brand shoot for P&O Cruises to refresh their content with new models, ensuring it felt more relatable and inclusive.

Pre-production covered creative concepting alongside logistics, including location scouting, working with a fixer, securing permits, styling, working with the wardrobe team and managing scheduling.

On the shoot, the models were divided into two teams. I led one team, directing the models with hands-on filming whilst driving the overall video direction and social-first content, and the photographer led the second team. I was responsible for filming and shaping the video output for the brand across both content and social delivery.

P&O Cruises X Pride of Britain

P&O Cruises is a proud partner of the Pride of Britain Awards, and we have supported the partnership since launch – delivering our most successful campaign to date last year. The campaign spanned multiple phases, including nominations, pre-event build-up, red carpet and broadcast, and post-event amplification. Building on previous learnings, this year’s strategy was further refined with a focus on timely, audience-led posting; integrating crew and onboard content to authentically connect both brands; collaborating with influencers, winners, and hosts to extend reach; and introducing lo-fi, social-first content capture on the red carpet to optimise platform performance.

Campaign and pre-event planning, asset creation, social-first red carpet live coverage, delivering fast-turnaround edits for same-day posting.

English Heritage X Taskmaster

English Heritage partnered with Taskmaster to launch challenge events across 17 sites. We were tasked with creating a video campaign to promote the initiative and drive excitement among family audiences.

We planned and delivered a shoot featuring Alex Horne and a family at an English Heritage site, producing content across multiple formats and channels. This included filming presenter-led PTCs with Alex and families taking part in the challenges. The campaign was designed for multi-channel distribution, spanning website, YouTube, and social platforms.

I was involved across the full production process, including pre-production planning, wardrobe coordination, filming, and editing.

P&O Cruises // YouTube

I identified an opportunity to introduce long-form YouTube content for P&O Cruises. This led to the integration of long-form content capture within our social production approach. With SEO in mind, I developed the content structure for a newcomer-focused video and directed the video on board during the shoot.

Filming, directing, editing.

Megger // MFT social campaign

Megger tasked us with developing a social campaign to increase awareness of the MFT-X1, showcasing its durability and performance in real-world conditions.

The campaign was built around a two-part content series: controlled stress-test videos demonstrating the product’s toughness and reliability, alongside practical, expert-led top tips to reinforce everyday usability.

I was responsible for end-to-end delivery, including pre-production planning, filming, and editing.