Andy Ip
Digital Marketer
I’m a Hong Kong-based Digital Marketer who has recently graduated from Birmingham City University. Having studied digital marketing and advertising, I’ve developed a particular interest in finding Paid Media and Social Media solutions to help my clients to achieve greater results.
I’m also equipped with technical knowledge of the digital landscape such as: Paid Media (Social/Search/Displays), Branding, SEO (Content Production), UX/UI design, and Web analytics - giving me a well-rounded profile and ready to work in both creative and analytical marketing environments. I now wish to explore and grow my experience working in a marketing agency.
MY SKILLS
BRANDING
DIGITAL
STRATEGY
SOCIAL MEDIA
PROJECT MANAGEMENT
ONLINE ADVERTISING
WHAT I LOVE
BLUE IS THE COLOUR, FOOTBALL IS THE GAME!
Yes, that’s right, I’m a massive fan of the beautiful game. I’m a Chelsea fan since 11 while I was still a little boy, and honestly, it’s the blue shirt that attracted my attention and eventually becoming one of the overseas supporters my own. The dream of attending a live Chelsea Premier League match at the Stamford Bridge stadium come true when I visited the West London side in 2019 which the boys played against Crystal Palace, a long history London derby.
Towards the end of my Master’s course, I’ve dedicated my final major project to Chelsea Football Club, where I aimed to optimise the UX for both local and overseas fans in building a deeper connection to the brand and the club. See my portfolio for more!
2018-2019
BA (Hons) Marketing Management
University College Birmingham, UK
Enabled us to explore the world of marketing whilst gaining every vital skill to help businesses and brands to succeed in a competitive environment.
EDUCATION
2019-2020
MSc Future Media
Birmingham City University, UK
The course focused on gaining practical and real-world agency experience through planning digital strategies and advertising campaigns for clients.
Created this website and I'm now ready to take on new challenges.
2021-Current
MY PORTFOLIO
WE PLAY. WE CONNECT.
FINAL MAJOR PROJECT
A CHELSEA FC PORTFOLIO
The Brief
To expand Chelsea fans' user experience and increase social engagement through digital channels for the club while also encourage young supporters to attend live matches and most importantly, boost mobile app downloads.
Challenges
The most challenging part of this project is to gather valuable insights from both local and overseas Chelsea fans as their accurate reflections are key to optimising the user journey for Chelsea FC's official mobile app - The 5th Stand. Besides, I challenge myself to learn the wireframing tool (Marvel app) to visualise my UX research and produce other creative assets under a tight deadline.
The Solution
The strategic direction is to reinforce the concept of belonging and diversity in targeting younger Chelsea supporters worldwide. I've come up with a new design for the app - The Stamford Bridge - to optimise the current user journey, bring a better transactional experience (smoother and more convenient) and fulfill the user goals. Followed by social media posts and display ad mockups to increase fan engagement and drive Stamford Bridge app installs.
CREATE MEMORIES.
BRAND - ARRIVA BUS UK
The Brief
Working in a small group, we need to deliver a test campaign in the Midlands area - to build bus ticket sales during the summer holiday period and increase Arriva's M-ticket mobile app downloads and encourage a channel switch from cash to mobile payments.
Challenges
Given the lockdown situation in the UK last year, my teammates and I never had the chance to gather around and discuss the project. Instead, most of our conversations took place via Microsoft Teams, and I'm glad that we were able to pull it together and perfectly executed the project. A special thanks to my teammate, Blanca, who translated our UX research into a stunning visual.
The Solution
Created the prototype app to optimise the UX and bring a smoother journey to the bus users, also encourages users to explore the Midlands as their cheaper alternatives for summer vacation, and ultimately boosting the M-ticket app installs. Besides, we've formulated a social media strategy alongside CRM suggestions to allow Arriva to expand the campaign to the rest of the UK in the near future.
MOVE FORWARD.
TRIANGLE CREATIVE AGENCY
The Brief
We were given a brief to work as a team and use all available professional media production tools and studios offered by the university to produce digital assets such as posters, landing pages, social media mockups, and 6-second videos to showcase our strengths collectively and celebrate our own talents individually.
Challenges
We have to build a brand from scratch without the guidance from our lecturers as well as producing digital assets to market ourselves in a creative way. As I have no prior media production experience, I would say learning the production equipment is the toughest part of this project.
The Solution
We named ourselves – Triangle Creative Agency – a marketing agency formed by a group of creative and charismatic individuals with a diverse background and ready to showcase their talents. We believe our agency acts as a bridge connecting the mass audience with our clients. With 'Move Forward' as our slogan, we can bring the best out of our clients and help them achieve their desired results.
CHANGE.
BRAND - ADIDAS
The Brief
To celebrate Adidas' value through a digital marketing campaign which uses the power of sport to find shared connections with target audiences in Birmingham and change their perception towards the brand and propensity to purchase Adidas product.
Challenges
The main challenge is to plan a campaign to impact young people in the city and tackling the social issues (wellbeing, lack of opportunities to thrive, social anxiety) they face and ultimately, change lives.
The Solution
The approach is to integrate the upcoming Commonwealth Games 2022, which will be held in Birmingham, with the proposed sustainable event – We Are BRUM - to bring a tangible change to the local community, also encourage young BRUMs to participate in the international multi-sport event and celebrate Adidas’ value together through sports. We've created Facebook ads, O-O-H poster, and a landing page to engage with the target audiences, get them to sign-up for the We Are BRUM event (drive traffics), and increase the desirability for Adidas products.