OPTUS (Australia's #1 Telco)
Chief of Optimism
The Ask: Leverage Daniel Ricciardo's ambassador role to inspire optimism in action and embed the Optus brand deeply into Australian life.
How we took this: Position Ricciardo as the Chief of Optimism, creating a platform where his energy and positivity could connect with Optus employees and the broader community. Through his credible LinkedIn presence, myself (as Daniel) shared meaningful reflections on leadership, career evolution, and teamwork, helping Optus become a more visible and beloved brand in Australia.
We didn’t just launch the role, we sweated the partnership. What started as a social-first campaign evolved into a legitimate voice for the brand, unlocking opportunities across content, B2B, paid and PR, extending Ricciardo’s impact far beyond traditional ambassador work.
Through video content, blog articles, imagery, short reflections and reactive content, Ricciardo's page successfully engaged fans, staff, and the broader community, resulting in 280,000 followers, 21 million impressions in his first year, and an engagement rate of 7%—4.65 times higher than the Australian company benchmark.
The campaign's success prompted Optus to introduce Ash Barty as the Chief of Inspiration, continuing the same strategy.
