Content strategy Archives

TikTok Meets RICS

Content production
Content strategy
Social
Video production

The Challenge

The Royal Institution of Chartered Surveyors (RICS) wanted to engage UK school leavers aged 18 and above to spark interest in surveying careers. The campaign aimed to dispel stereotypes, promote diversity, and highlight the profession’s benefits – career progression, sustainability, opportunities to travel, and a competitive £24k starting salary. RICS faced the challenge of adapting its message for TikTok, a platform with a dynamic and young audience, while maintaining authenticity and credibility.

Solution

Sunday crafted a TikTok influencer campaign tailored to resonate with a diverse socio-economic audience, particularly young women. The strategy involved:

Partnering with a range of TikTok influencers, from nano-influencers with small but loyal followings to rising stars with hundreds of thousands of subscribers.
Developing a core narrative aligned with audience aspirations, focusing on clear career progression, sustainability, and adventure.
Allowing influencers to convey the message in their authentic style, tone, and format while relaxing brand guidelines to maximize relatability.
Producing self-shot videos tailored for both organic posts on influencers’ profiles and a paid campaign.

This approach leveraged the influencers’ trust with their audiences while aligning with the platform’s unique content style.

The Results

The campaign achieved outstanding results:

Nano-influencers drove the highest average watch time (11.6 seconds), engaging their highly focused audience.
Organic streams garnered a 4.39% engagement rate, emphasizing trust’s importance on TikTok.
A rising influencer generated 30% of total traffic through her personal profile, demonstrating the power of audience loyalty.

By blending data-led strategy with influencer authenticity, Sunday and RICS successfully captured the attention of young audiences on TikTok, inspiring a diverse new generation to explore careers in surveying.

P&O Cruises: pushing the boundaries of social content

Content strategy
Editorial & copywriting
Insight
Photography
Social
Video & audio

The challenge

The social travel space is crowded. To gain cut-through and engage existing and new audiences, we needed to create a distinctive social identity for P&O Cruises and harness social’s power to engage, entertain and create a strong sense of community.

To hit punchy KPIs and help P&O Cruises achieve its ambition to become the UK’s number one holiday choice, we needed a pioneering strategy that would look at new channels and the latest trends while keeping UGC, advocacy and the passions of our audience at its heart.

Our solution

From the get-go, we’ve adopted a data-led mindset to nurture existing audiences and reach new ones. Our test-and-learn approach keeps content fresh and effective. Our ambitious KPIs and rigorous reporting ensure we are agile and proactive. Robust competitor analysis helps us identify our own place in the cruise-holiday landscape. Our expertise in organic and paid strategies ensures that we target the right audiences with the right content at the right time.

Crucially, we’ve prioritised social-first, platform-native creative to be relevant, engaging and entertaining. Our social-first shoots push boundaries, including live posting to serve audiences with fresh, stimulating content that invites immediate responses.

To stay relevant and broaden our reach, we’ve pushed forward with new channels adding Pinterest and TikTok to our social armoury – the latter gives us the opportunity to showcase the excitement of cruise holidays to new audiences in a fast-paced, trend-led and authentic way (all the while retaining the brand’s identity).

We’re use influencers wisely and work hard to make sure brand partnerships come alive in relatable, relevant and channel-appropriate ways. Where appropriate, we create paid media strategies and campaigns to maximise reach and introduce extended audiences to the brand.

The results

The results are powerful.

In its first three months, TikTok gained over 17,000 followers (433% above target) with more than 57,000 profile views.

TikTok organic content generated 1.12m views (1,124% above target) while paid campaigns delivered more than 153m impressions.

Across all of our channels in 2024, we drove

31.6m

impressions

1.5m

engagements

English Heritage: Creating new connections with England’s history

Content production
Content strategy
Copywriting
Design
Editorial
Illustration
Insight
Photography
Print

The challenge

English Heritage identified the need to reset its member communication programme to ensure it aligns with its new brand vision of ‘Creating New Connections’. This included its 68-page Members’ Magazine, with more than 600,000 copies sent three times a year, and Kids Rule!, a 16-page children’s magazine distributed to those with family memberships.

This presented Sunday with an exciting opportunity to reimagine and reappraise the publishing programme to ensure that it supports English Heritage’s challenges for the years ahead.

English Heritage members' magazine double-page spread

English Heritage members' magazine cover, spring 2025

Our solution

We recommended a new content strategy, focusing on creating new connections between members and England’s heritage.

A key element of the strategy was a revamp of the members’ and kids’ magazines. We wanted to be bolder and braver, and to engage and surprise audiences with each issue. We wanted to create real moments of personal connection with English Heritage. And we wanted to win over hearts and minds by enriching readers’ experience, by showing passion, people, places and expert knowledge.

English Heritage members' magazine spread - "The Art of Wallpaper"

So, we introduced a raft of changes. We restructured the flow of the magazine, introducing clearer editorial sections and navigation, improving pace and adding surprise elements and more entry points on every page. We also improved the differentiation between features with bolder visuals.

When it came to storytelling, we looked for meaningful angles, with editorial threads that speak to different audiences. Importantly, stories had a modern-day context – real, relevant and relatable. The English Heritage story is spun into different audience motivations, such as architecture, food, gardening or wellbeing, which invites readers to think about heritage in new and deeper ways. Plus, we’ve amplified members’ stories and voices to enhance the relevance of content to them and strengthen their connection to the charity.

Our service for English Heritage is not simply print-based. Much of the magazine content is also published in the members’ section of the English Heritage website. Sunday is also the production partner for English Heritage’s series of webinars. These are monthly online lectures that are available for members to watch live, and we manage the studio and live stream.

Sailing into TikTok success: how P&O Cruises captured a new audience

Content strategy
Copywriting
Photography
Social
Video production

The challenge

P&O Cruises has a strong presence on traditional social media platforms, but the brand wanted to expand its reach and tap into new audiences by launching a dedicated TikTok channel. With only 52% of Meta users also active on TikTok, this presented a unique opportunity to engage with a fresh demographic. Our main challenge was to effectively transition to TikTok’s fast-paced and trend-driven environment while maintaining brand identity. P&O Cruises needed a strategy to quickly connect with audiences, navigate the platform’s evolving trends, and present cruising in an authentic, TikTok-native manner.

Our solution

To address these challenges, we developed a comprehensive TikTok strategy that outlined the platform’s role, identified the target audience, and highlighted the best opportunities for engagement. Our approach included:

A detailed competitor analysis to position P&O Cruises strategically on the platform
Bespoke visual identity guidelines that blended TikTok’s native style with P&O Cruises’ branding
The creation of 60+ organic and paid assets within the first three months to ensure a dynamic presence
A content approach that balanced real-time trend responsiveness with evergreen material, ensuring continuous audience engagement.
A launch strategy aligned with P&O Cruises’ peak booking period to maximise visibility and impact

The results

Our TikTok channel launch exceeded all expectations, achieving exceptional growth and engagement. In its first three months, the channel gained over 20,000 followers and millions of views. Paid campaigns have delivered significant results, with CPMs coming in 45% lower than the KPI for awareness and view objectives, maximising efficiency and reach.

By embracing TikTok’s unique format and style while staying true to the P&O Cruises brand, we have reached a wider audience on an entirely new platform, positioning the brand for continued growth and relevance in the social media space.

With the support of Sunday, we were thrilled to launch P&O Cruises official TikTok account recently. The team worked incredibly hard to develop a channel strategy and visual identity at pace, establishing an approach and commencing content production ahead of our key booking period. We are now publishing over 20 new pieces of content a month, with the channel truly bringing to life the magic of cruising and playing an important role in inspiring Britain’s holidaymakers.
Robert Scott
Vice President Sales, Marketing & Brand, P&O Cruises

P&O Cruises Talent of Tomorrow

Content production
Content strategy
Design
Editorial & copywriting
Photography
Social
Video production

The challenge

P&O Cruises wanted to leverage its partnership with Gary Barlow to create Talent of Tomorrow, a competition that would spotlight young musical talent, engage new audiences, and enhance its brand story. The challenge was to deliver an X-Factor-style campaign across social and digital platforms, capturing the drama of auditions, mentorship, and a grand finale while driving meaningful audience participation through a public vote.

Ky, entrant in P&O Cruises' Talent of Tomorrow competition

Entrants in P&O Cruises' Talent of Tomorrow competition

Our solution

Sunday designed an 8-month social-first campaign featuring multiple shoots aligned with Gary Barlow’s schedule. Key elements included:

Auditions at The Academy in Southampton, where 10 finalists performed for a panel led by DJ Dev Griffin.
A mentoring day aboard Iona with Gary guiding the top three finalists.
A finale in Lisbon, where Gary introduced the winner, Faith Simon, who performed her original song live.

Content included high-quality videos, blogs, and Q&As, with a priority on paid media for audience reach. Organic channels amplified engagement, particularly on Instagram, while CRM emails and blog posts drove traffic to the Talent of Tomorrow hub for deeper storytelling.

The results

The campaign smashed all KPIs:

Paid Social: 6.3M impressions (189% above target) and 4.9M reach (311% above target).
Organic Social: 1M video views, with Instagram exceeding KPIs by 700% and 57% of viewers being new to P&O Cruises.
Website Traffic: 9,759 blog visits (53% from paid social, 50% new visitors).
Opt-In Leads: 82% of entrants and 54% of voters opted into marketing communications.

The campaign not only exceeded marketing goals but celebrated young talent in an era of diminished arts funding. With powerful stories of creativity and hope, Talent of Tomorrow established a lasting emotional connection between P&O Cruises and its audience.

Faith, entrant in P&O Cruises' Talent of Tomorrow competition

Charly, entrant in P&O Cruises' Talent of Tomorrow competition

The ICAEW World’s Fastest Accountant

Content production
Content strategy
Editorial
Insight
Video & audio

The Challenge

ICAEW wanted to demonstrate the diversity and impact of its members while challenging stereotypes about the accountancy profession. The campaign needed to highlight how chartered accountants like Eugene Amo-Dadzie – a world-class sprinter and full-time professional – contribute to society and balance extraordinary achievements. It also aimed to emphasise ICAEW’s role in fostering an inclusive, dynamic profession and inspire new and current members.

Our Solution

ICAEW collaborated with Sunday to create The World’s Fastest Accountant, a compelling content campaign documenting Eugene’s journey as a sprinter, accountant, and family man. The series showcased Eugene preparing for the Paris Olympics while balancing work, training, and public speaking engagements. A cinematic approach was employed, combining high-end visuals with user-generated content to create dynamic and engaging storytelling.

The campaign captured Eugene’s life in action – training, working, and spending time with family – interspersed with personal reflections. This narrative built an emotional connection, showcasing the parallels between his professional and athletic ambitions. Content was distributed across platforms, including a hero film, behind-the-scenes footage, static quote cards, and social reels, ensuring broad audience engagement.

Screenshot from ICAEW student social media post featuring Eugene Amo-Dadzie

The Results

The campaign significantly outperformed expectations:

LinkedIn: 202,359 impressions, 40,828 video views, and a 39.58% view-through rate (VTR).
Instagram: 73,554 reach, 82,449 reel plays, and a 7.08% engagement rate.
The hero reel became one of ICAEW’s top-performing Instagram posts, generating over 25,000 plays, 2013 likes, 157 saves, and 117 shares.
Positive feedback highlighted its inspirational tone and ability to break stereotypes, with viewers lauding Eugene as a role model.

The campaign effectively showcased ICAEW’s dynamic membership and underscored its commitment to diversity, inclusion, and professional excellence.

The ICAEW Insights podcast

Content production
Content strategy
Editorial
Insight
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.

ICAEW Insights content provides a great resource for members offering practical and thought leadership insight. As members’ appetite for content and how they consumed it changed we needed to ensure Insights evolved to keep up with these demands.

ICAEW student branding, featuring Jag Dhaliwal

Our Solution

In response, Sunday and ICAEW collaborated to launch the Insights Podcast, showcasing ICAEW’s commitment to using innovative formats to engage its members and the wider business community.

The Insights podcast is designed to complement ICAEW’s wider content offerings and enhance member engagement. Since that initial version we have subsequently launched The Tax Track (Jan 2024) for the institute’s Tax faculty and Students Insights (April 2024).

Our Solution

Together, these formats form part of a well-rounded content ecosystem, allowing members to choose the medium that best fits their preferences while ensuring they receive the critical information necessary to succeed in a rapidly changing industry.

The audio format allows ICAEW to present in-depth discussions, interviews with experts, and practical insights in a conversational and accessible manner, making complex subjects easier to understand. For ICAEW members and the broader business community, this approach fosters greater engagement and builds a stronger connection with the content, without the need to dedicate additional time to reading lengthy reports or attending events.

Image of a microphone alongside the words, "Behind the numbers"

The Results

Insights: 89 published episodes so far, 4,402 subscribers, 2,382 avg play per episode, 33,230 downloads

The Tax Track: 12 published episodes so far, 892 subscribers, 1,600 avg play per episode, 7,260 downloads

The ICAEW Resilience and Renewal campaign

Content production
Content strategy
Design
Editorial & copywriting
Photography
Social
Video production

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.

The objectives of the ICAEW Resilience and Renewal campaign were to address the UK’s macroeconomic challenges: poor productivity, a growing skills shortage, and barriers to international trade.

These issues required actionable solutions from businesses and chartered accountants alike. ICAEW wanted to position itself as a key thought leader in driving resilience and renewal while engaging a diverse audience of policymakers, members, and sustainability professionals. The campaign needed to deliver high-quality, compelling content that resonated across regions and sectors.

Solution

We collaborated with ICAEW to produce a groundbreaking docu-series showcasing six inspiring businesses across England, Scotland, and Wales to highlight how ICAEW members were helping to address the UK economy’s challenges through micro-solutions.

The production elevated the storytelling with cinematic techniques and dynamic filming that showcased contributors in action. The campaign also featured cross-channel content, including expert interviews, practical advice articles, podcasts, and case studies. Strategic promotion across paid and organic channels targeted “Grade A” audiences, including policymakers and business leaders, and sustainability professionals.

The Results

The campaign successfully demonstrated how ICAEW members and businesses are tackling critical challenges, reinforcing ICAEW’s position as a major voice in the UK economic landscape.

The campaign achieved exceptional reach and engagement:

Nearly 3 million impressions and 1 million video views across social platforms, with view-through rates outperforming benchmarks (35% vs. 28%).
A targeted audience of MPs and decision-makers generated 7.5k click-throughs during the run-up to the 2024 General Election.
Significant press exposure, including a BBC Breakfast feature and a column in the Western Mail.

ICAEW’s thought leadership was underscored in policy discussions, including a letter to the Chancellor ahead of the 2023 Autumn Statement.

Very proud of our new content series… tackling economic issues to build a more resilient future.
Michael Izza
former ICAEW Chief Executive

A vital relaunch for ICAEW students

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

THE CHALLENGE

ICAEW was facing a decline in student engagement with its traditional content offering, VITAL, as students progressed through their academic journeys. The challenge was to provide content that resonated with digital-native students, who are inundated with information and demand relevant, easily accessible, and dynamic resources. The existing model did not deliver timely, engaging, or impactful content, risking a disconnect between ICAEW and its future members.

Mobile phone screen displaying the ICAEW student podcast

Image of Student Insights on a laptop screen

OUR SOLUTION

To address this, ICAEW collaborated with Sunday to reimagine its student content strategy. The result was Student Insights, a vibrant digital program tailored to meet students’ preferences and needs. The offering includes:

A digital content hub with engaging formats such as interviews, Q&As, quizzes, and quick-read guides.
Social-first content assets optimized for Instagram, Facebook, and LinkedIn, utilizing gamification, short-form videos, and live Q&As to drive interaction.

A monthly email campaign reaching over 38,000 students globally with curated guides, updates, and international case studies tailored to study schedules and topics of interest.
A dedicated podcast series featuring compelling stories and expert insights, tackling global causes like climate change and gender equality that resonate with students.

Sunday ensured that all content was engaging, relevant, and delivered in the right formats to foster interaction and emotional engagement.

THE RESULTS

Increased social engagement across social channels

An increased CTR from email to website
Continual analysis and creation of different communication channels including LinkedIn newsletter
A dedicated podcast which consistently exceeds our baseline launch metrics

Working with the Sunday team on our new Student Insights podcast project has been a great experience. From their knowledge of recording studios, to choosing compelling topics, to organising contributors in record time; they have made the whole process a breeze. We are very happy with the outputs so far – and look forward to evolving the series alongside other content
Alexis Drake
Senior Marketing Manager, ICAEW

Personal stories shine in Guiding

Content production
Content strategy
Copywriting
Design
Editorial
Illustration
Insight
Photography
Print
Social

The challenge

As Girlguiding’s main channel of communication, Guiding magazine (print and digital) and its accompanying social content needed to attract new members while retaining the loyalty of its long-serving stalwarts.

Volunteering can sometimes feel like a thankless task, so communications also had to make members feel heard, supported and appreciated.

Having long been a print-first organisation, switching to alternate print and digital issues, and then moving entirely to digital, meant supporting the organisation through a process of restructure and reprioritisation.

Our solution

We put personal stories and opinions from both girls and leaders at the heart of the content in a celebration of lived experience, marrying fun, powerful and relatable storytelling with essential updates and information.

Each issue, both print and digital, was themed, for a strong focus and to be seasonally relevant. We provided inspiration and ideas for members, by members with content that worked for its readership of volunteers and for Girlguiding as an organisation.

Girls and leaders were actively encouraged to use their voices and campaign for social and environmental causes, ensuring that Girlguiding retained its relevance as a forward-thinking, girl-centred organisation.

The results

With practical, accessible content covering everything from child safety and psychology to fundraising and getting to grips with social media, members were explicitly supported and better equipped to deal with the challenges of volunteering.

Members who were featured acted as advocates in finding new stories and successes to broadcast, creating a positive content loop.

Guiding magazine cover - "The International Issue"

85%

read all/some of guiding (reader survey)

51%

email open rate (higher than Girlguiding average)

4 minutes

average Foleon session