A social-first ambassador platform that grew into one of Optus's most effective brand voices.
The Ask: Leverage Daniel Ricciardo’s role as ambassador for Optus, one of Australia’s leading telco companies, to inspire optimism through action and embed the brand deeper into Australian life.
The Idea: Position Ricciardo not as a spokesperson but as "Chief of Optimism", creating a genuine role legitimized through a LinkedIn account, connecting his energy with Optus staff and the wider public in his own voice.
Concepted, managed and developed content in Ricciardo's own voice through LinkedIn reflections on leadership, career and teamwork helping turn a single-channel social launch into a cross-functional platform spanning content, B2B, paid and PR.400k followers in 2 years
21M+ impressions in year one
7% engagement rate (4.65x the Australian company benchmark)
Optus extended the approach with Ash Barty as "Chief of Inspiration."
