May 2023 - SUNDAY

P&O Cruises stays on the social front foot

Content strategy
Editorial & copywriting
Insight
Photography
Social
Video & audio

The challenge

We are proud to be guardians of P&O Cruises’ social galaxy. We have transformed the brand’s social standing by placing UGC, advocacy and the passions of our audience at the heart of our strategy. The result is a lively and vocal community – created for fans by fans – where each channel has a distinct identity and bespoke content to drive engagement.

Our solution

To support its ambition to become the UK’s number one holiday brand, we instilled a data-led mindset to nurture existing relationships and create new ones.

From the get-go, we adopted a data-led mindset to nurture existing relationships and create new ones. Our test-and-learn approach keeps content fresh and effective. Our ambitious KPIs and rigorous reporting ensure we are agile and proactive.

Photo of person snorkelling on phone mockup

Gary Barlow in hard hat on mobile mockup

We’re now focused on staying relevant and ahead of the curve in the fast-changing social space. With our social-first shoots, we’re pushing boundaries – from Instagram Reels and UGC-style content to beat the algorithms to exploring new channels with our first Pinterest assets. We’re using influencers wisely and live posting to great effect.

The results

The results are powerful.

Our social-first shoots have fuelled Facebook follower growth by 111.99%; Instagram by 113.95% and Twitter by 72.03%.

Instagram and Facebook’s follower growth in the past six months is more than double 2021’s entire growth.

Our influencer strategy has reached followers outside of P&O Cruises’ fanbase: we reshared 99 stories from eight influencers, reaching a total of 23,481 non-followers across all re-shares.

Our live posting from P&O Cruises ship Iona exceeded KPIs by 26.79%, proving that authentic, bespoke UGC content works.

Inspiring tales and more sales for P&O Cruises

Content strategy
Design
Editorial & copywriting
Illustration
Insight
Photography
Print

The challenge

Moments anchors the loyalty programme for P&O Cruises. The beautiful 60-page travel magazine is sent as an inspiring ‘thank you’ to the premium travel brand’s most loyal guests. Their loyalty is treasured in the highly competitive cruise industry and a print magazine is a powerful tool.

Magazine spread of a sea location and a Norwegian town location

Our solution

Timed to door-drop at peak booking periods, Moments brings the brand, its values and its travel expertise into people’s homes. Bespoke photography and features by renowned travel writers transport them to far-flung destinations.

The rich on-board experience is showcased too, with fabulous food shoots, ship photography and crew portraits. The back section has a club-like feel with exclusive offers and rewards. What better reminder to book that holiday?

To increase guest touchpoints between issues, Moments’ content is extended in digital form. There is an online digital version, and travel and brand features are used in emails throughout the year to target new and existing guests.

The results

Whether dropping on a doormat or in an inbox, these regular reminders from a trusted British brand inspire wanderlust, cement loyalty and drive bookings.

Moments brings the P&O Cruises experience into our most loyal guests’ homes. The awe-inspiring imagery, wonderfully crafted editorial and high-class execution showcases our product offering. The primary objective of our loyalty content programme is to engage with our guests – to excite and inspire them to book their next cruise. I can confidently say that Moments magazine achieves that goal
Olivia Rovetto
On-board Sales and Loyalty Manager

Mission possible for P&O Cruises

Content strategy
Design
Editorial & copywriting
Illustration
Insight
Photography
Print
Social
Video & audio

The challenge

Cruising is the fastest-growing sector of the UK overseas holiday market. For those who love it, there’s no turning back. For the unconvinced, a new era of premium travel that embraces multiple destinations, fine dining, unique entertainment and indulgent relaxation is calling. In this ruthless sector, P&O Cruises has set its sights on becoming Britain’s number one holiday choice. That’s where Sunday comes in.

Our solution

As P&O Cruises’ content and social agency, we work with its brand, content, loyalty, CRM and social teams to deliver targeted, multi-faceted creative. From high-profile campaigns to hardworking daily assets, we appeal to cruise lovers and prospects alike. Tailored to each platform, our content works across the customer journey to increase reach and engagement, build brand loyalty and inspire sales. Working with its PR and events teams, we’re also on hand to create a buzz with special events and partnerships, such as new cruise ship Arvia’s unique YouTube live-streamed naming ceremony in Barbados or the P&O Cruises ‘Memorable Moments’ award at the BAFTA TV Awards.

Plate of prawns on top of mash and greens

Our intensive content campaign for new ship Iona created the largest number of digital sales ever in one day, averaging a normal day’s sales every hour

The results

We offer a flexible and efficient programme that boosts our client’s business objectives and puts P&O Cruises front of mind with UK holidaymakers. Whether it’s a hero shoot with brand partner Gary Barlow, a Norwegian odyssey with iconic chef Marco Pierre White, a groundbreaking YouTube live-stream, a beautiful loyalty magazine or a UGC campaign on Instagram, our standout content targets audiences – in the right place, in the right format and at the right stage of their customer journey.

Man with hands in pockets stood in front of old wooden door

Bringing Ocado to life

Content strategy
Design
Editorial & copy
Illustration
Insight
Photography
Print

The context

Online retailer Ocado offers the broadest range of any supermarket.

It supports the biggest food brands alongside small British suppliers. It offers the longest freshness guarantees, low-price guarantees and is proud to have the lowest levels of food waste of any supermarket. Not a lot of people know this.

Our solution

Getting these messages across was key to the launch of Ocadolife – a bi-monthly magazine worthy of the well-loved brand. As Ocado evolved – it launched its partnership with the iconic British brand M&S in 2020 – so does Ocadolife. In 2021 the magazine doubled in frequency to become a monthly title.

Full of glorious foodie stories, behind-the-scenes product insights, inspiring ideas, expert nutrition advice and tasty recipes, it’s a big hit with the 200,000 readers who love the magazine experience.

Sunday has consistently shown us the power and effectiveness of print through its creation of OcadoLife. The love our customers have for the magazine – which has direct links to increased basket spend and sales uplift for our advertisers – has solidified the magazine’s role in our ongoing marketing strategy.
Lisa McDowell
Head of Brand Marketing at Ocado Retail

The results

The results are rather tasty too, with huge uplifts in sales of featured products, increased basket orders and a marked magazine uptake.

Customers who receive OcadoLife on average spend
over £600 more
a year than customers who don’t receive the magazine

Bringing it home for John Lewis & Partners

THE CHALLENGE

John Lewis’s ambition is to be the leading authority on style and design for the home, a confident, modern brand that reflects the way we live now. And At Home’s ambition is to be the benchmark for brand publishing and a challenger to the best consumer newsstand titles.

OUR SOLUTION

With the focus firmly on ideas rather than products, this is not a catalogue, but an inspirational magazine that tells the John Lewis story – of exceptional style, unrivalled quality, superior service and great value – through rich, engaging editorial.

At Home is all about achievable inspiration: interpreting and curating the latest trends to make them relevant, relatable and affordable for customers. Industry experts and influential names add credibility, while the magazine’s own personality is an extension of the brand: inspiring, confident, intelligent and warm.

John Lewis Summer Shape Colour Style spread

Gorgeous imagery is the heart of At Home: every shot that appears in the magazine is original commissioned photography. A bank of imagery is produced at the same time for use across the business and all customer touchpoints: website, social media and in stores.

ICAEW: Promoting D&I in a global membership organisation

Content strategy
Editorial & copywriting
Insight
Photography
Social
Video & audio

THE CHALLENGE

The ICAEW Welcome Inclusion campaign explores how every chartered accountant has a role to play in helping to encourage an inclusive profession. The objectives of the campaign were to raise awareness of ICAEW’s commitment to diversity and inclusion, to build its reputation as a diverse and inclusive organisation, and to encourage sign-ups to topic-specific learning hubs.

OUR SOLUTION

The series launched with a nine-minute film shot at an innovative interactive workshop by a BAFTA-nominated and award-winning documentary director. As well as showing what participants learned and how they connected with each other on the day, we captured a series of compelling stories about their own experiences as members of minority groups.

This is an amazing, important piece of work and the response so far is heart-warming. It is helped by how articulate and commanding the interviewees are! And beautifully shot. Well done everyone. We should all be proud of this.
ICAEW member

Three further films were released over the course of the campaign, along with articles targeted by career stage, covering the themes of belonging, allyship and fairness. This suite of content was designed to inspire and inform audiences through highly emotive storytelling, practical ideas and interactivity, driving consideration and encouraging action.

A paid social campaign extended the reach beyond the ICAEW member base to a wider audience of finance and business professionals.

+170%

CTR on Twitter

700

video plays in two weeks

4.6m

impressions on paid social

Taking ICAEW’s premium content digital

Content strategy
Design
Editorial & copywriting
Illustration
Insight
Photography
Print
Social
Video & audio

THE CHALLENGE

The Institute for Chartered Accountants in England and Wales (ICAEW) is a world-leading professional organisation with over 200,000 members and students across 148 countries.

Post COVID we were asked to transition from a premium print-focused thought leadership content programme to a digital-only one while retaining an engaged and truly global membership working in a dazzling variety of roles – from start-up entrepreneur to trainee accountant to senior audit partner – and at all stages of a professional career.

our SOLUTION

We created a number of high-value multimedia content series each interrogating a key topic for the profession and so showcasing the valuable role the profession – and ICAEW – plays in business and society

For every series we create we segment our audience – either portions of the membership by seniority, job role or sector or core external audiences, such as policymakers, senior executives or the media – and deliver engaging, multimedia content (videos, podcasts, in-depth articles, animations, and data-led infographics) to them through a wide range of digital channels.

Our most recent content series have looked at diversity and inclusion in the accountancy profession and corporate governance and have been aimed at a combination of member and external audiences. Both have secured millions of views for ICAEW content online and far surpassed their targets for member engagement. For example, the corporate governance content series saw a 317% rise in members joining the ICAEW’s corporate governance community as a result of engaging with the content.

Sunday are great to work with and really understand what we’re trying to achieve. They are flexible, great listeners and always collaborative. They push us creatively and provide an invaluable audience-first outside perspective. The results have been fantastic, showing consistent growth and improvement across the account.

Sharron Gunn
Chief Operating Officer, ICAEW

STEP

The challenge

STEP is the global professional body for practitioners specialising in trusts and estates. With a membership base of more than 21,000 professionals across 96 countries, the association assists families in planning for their financial future.

They approached Sunday to launch a fresh member recruitment campaign to create awareness and power conversion – to encourage non-members to learn more about STEP and ultimately join the association.

STEP social post on LinkedIn phone mockup

Our solution

To capture the attention of a time-poor audience across multiple channels (video, social, digital, print brochures, adverts, and flyers) a powerful campaign line was needed that would create an immediate impact. We chose ‘Connect. Learn. Achieve’. Each element provided the flexibility to tailor the accompanying content for different audiences, ensuring maximum effectiveness.

To infuse authenticity and approachability into the campaign, we photographed STEP members and interviewed them on the benefits of being a member. These insights highlighted how members CONNECT with other professionals, the opportunity they have to LEARN through flexible online and face-to-face courses, and their potential to ACHIEVE recognition from peers through the TEP designation.

Portrait of woman cut out on orange circle background

The results

The campaign sought a 13% increase in new members joining STEP in 2023. So far, we have surpassed expectations, currently standing at a 17% growth when comparing like-for-like periods of January-June 2022 and 2023. This increase in new members is complemented by the enthusiastic response STEP has received from its regional centres, as they effortlessly adapted the marketing materials to suit specific market needs in Australia, China, and the USA.

Sunday were a great team to work with, coming up with a creative concept that brought a new, fresh feel to STEP, whilst maintaining our professional approach. The team really took the time to understand STEP and what we are trying to achieve and we have now developed something we are all very proud of.
Kelly Farrell
Head of Marketing

A vital relaunch for ICAEW students

Content strategy
Design
Editorial & copy
Insight
Social
Video & audio

THE CHALLENGE

In today’s content-rich world it can be a challenge to grab and keep people’s attention, especially among the digitally native student population. The Institute of Chartered Accountants for England and Wales’ (ICAEW’s) student publication VITAL had been suffering from low readership in print and low engagement online and on social channels.

VITAL wasn’t living up to its name – it needed shaking up.

Image of Student Insights on a laptop screen

OUR SOLUTION

Sunday seized this opportunity and launched a new programme – Student Insights – a vibrant, content-rich digital programme for ICAEW students around the world, showcasing practical and topical interviews, Q&As, quizzes and quick-read guides.

It’s packed with fascinating real-life stories from experienced accountants, those that are newly-qualified and inspirational current students, and offers perspectives on the future of the profession that address urgent global causes students are passionate about, from climate change to gender equality.

The Student Insights email is promoted to more than 30,000 students globally each month, bringing together topical and relevant guides, as well as international case studies and the latest updates on the courses that students are studying.

Sunday has been key to providing strategic direction and smart, creative approaches that capture the attention of our student audience and give them something really valuable every time they click on our content. Sunday has been a fantastic team to work with
Marie Lake
Senior Marketing Manager, ICAEW

Helping John Lewis Financial Services make the switch

THE CHALLENGE

When John Lewis Financial Services launched the new John Lewis Partnership Credit Card, it needed project management, creative and editorial support to produce a wide range of customer-facing communications. We devised a full content plan to manage the complexity of the messaging, the segmentation and the multiple stakeholders involved.

Our SOLUTION

Throughout the process, we worked as an extension of the client’s team, supporting it to plan content with the customer journey front of mind. This involved collaborating with JLFS’s partner agencies to ensure a consistent tone of voice and visual identity. Our agile project management meant we were able to be reactive to client requests, bringing in the appropriate copywriting and design skills at key stages.

John Lewis Financial Services pet leaflet

John Lewis Financial Services photo of woman looking at her phone while holding a credit card.

Since the launch, we have continued working with the JLFS team, helping develop the next stage of creative messaging for the Partnership Credit Card and providing support across its other insurance and investment products. These include creative for seasonal campaigns for its Pet Insurance, Savings and Investments and Foreign Exchange teams.