#OnTheEdge Social Campaign
01. Overview
In the aftermath of COVID-19 restrictions, many local businesses in South Dublin’s outer zones—areas often overshadowed by the city centre—faced significant challenges in rebuilding visibility and footfall. With growing concern from councillors and business leaders about these underrepresented areas, I was tasked with leading a campaign that would shift public perception, support local economic recovery, and re-engage residents with their community.
The result was #OnTheEdge, a bold, social-first campaign designed to reframe what it meant to live and work “on the edge” of the city. Rather than seeing these areas as peripheral or lesser, the campaign celebrated their unique culture, accessibility, and potential. It marked a strategic pivot in Council messaging - from cautious, COVID-era updates to a more vibrant, hopeful narrative of local rediscovery.
02. My Role
As Marketing & Communications Officer at South Dublin County Council, I was responsible for the end-to-end development and delivery of the campaign.
Key actions included:
Campaign Strategy – Developed the core messaging and creative direction, reframing “the edge” as a place of opportunity, not limitation
Stakeholder Engagement – Worked directly with local councillors and businesses across hospitality, retail, culture, and leisure to ensure alignment and community buy-in
Content Calendar & Scheduling – Built and managed the campaign calendar, ensuring timely, consistent content across all platforms
Content Creation – Produced a suite of branded assets: business interviews, photo diaries, destination guides, video clips, and community spotlights
Paid & Organic Social Execution – Rolled out the campaign across four tailored platforms:
Facebook – Community stories, local features, and business profiles
Instagram – Visual discovery and behind-the-scenes reels
LinkedIn – Economic recovery narratives and council-driven initiatives
Twitter – Real-time updates, resharing, and campaign engagement
The campaign gave local businesses content they could co-share—extending reach while reinforcing a unified, optimistic voice for the region.
03. Results
Over six weeks, the #OnTheEdge campaign achieved strong engagement and lasting impact:
📈 1 million+ impressions across all social channels
💬 20% increase in engagement, with posts averaging 50–300 likes and up to 30 comments
🧭 Narrative shift in Council messaging - from crisis to revitalisation
🏙️ Catalyst for long-term development: The campaign directly inspired the creation of The City Edge Project - a major regional planning initiative with its own dedicated branding, website, and strategy to enhance liveability, investment, and infrastructure in South Dublin’s outer zones
This campaign not only delivered short-term social success but also laid the groundwork for deeper regional transformation - repositioning “the edge” as a place of possibility, pride, and progress.
