Humans Behind the Handles: Lucy Nicoll

We recently spoke to Lucy Nicoll, Social Media & Paid Advertising Specialist at Changeworks.

Changeworks is focused on decarbonising Scotland’s homes and supporting a just transition to net zero. Lucy joined us from the “lovely, breezy and very grey” northeast coast of Scotland!

Route Into Social

Unlike many of our previous guests, Lucy always knew she wanted to work in marketing. She started her career at a publishing company, working on the paid side of things. But, as she puts it politely, she “got a bit bored” and “needed something more”.

A self-described goal-oriented person, Lucy decided to upskill and learn the organic side of social. That journey led her to her current role at Changeworks, which she credits massively for supporting her to keep learning. That support has “snowballed in a very nice, happy way” in her role.

“It’s just crazy going from organic, write-in, and alt text, to paid ads, creatives, briefings, strategies, and objectives.” she says. We feel you, Lucy there’s always a lot to get done!

Climate Action Without Doom

Talking about the transition to net zero can be challenging without leaving audiences feeling deflated or hopeless. To avoid this, Changeworks’ social team focuses less on “how much you can do” and more on “starting that process” - whether that’s saving energy at home or simply turning your thermostat down by a degree.

Lucy shares that it’s all about meeting people where they are - highlighting success stories, such as the actions people took, how much they saved on their energy bills, and how much carbon was reduced as a result.

The Meaning of Success

Working across both organic and paid social, Lucy sees success differently depending on the campaign. Whether the goal is getting people to sign up or go to the website, what matters most is tracking the right metrics. She also stresses the importance of planning ahead. As the “ultimate forward planner” she had all her posts lined up from January through to June.

On the organic side, her focus is on engaging niche community groups. “An organic post with great impressions and reach is nice,” she explains, “but I actually want the reach in that really niche community group.” This can be tricky, as strict posting rules often narrow the window for organisations, making timing crucial.

Ultimately, Lucy’s biggest marker of success is being able to justify everything she did and walk away with clear learnings and ideas for what to do next time.

Social Media During the Climate Crisis

Working in the climate sector inevitably brings controversial opinions, misinformation, and fatigue. For Lucy, “the trickiest part is the political side of things, with the government and net zero.”

Her priority is ensuring Changeworks maintains their clear message to strive towards net zero and alleviate fuel poverty while promoting sustainability. She emphasises how important it is for organisations in this space to be clear on their political positioning and confident that “you’ve worded it the right way”. Even then, there’s a balance to be found with making sure your message lands with those who need to hear it.

Big Success

Lucy is proud of many achievements, but two moments really stand out. The first was launching a LinkedIn newsletter that gained over a thousand subscribers overnight, something she admits she had to screenshot! “It’s great because it means people are really interested in the work,” she says, particularly in showcasing people and their stories.

The second was branching into Microsoft Connected TV, running ads on streaming services, which required advanced video editing skills. It was a major milestone, especially because the campaign performed so well. “The first ads we did ended with a cost per view of one penny,” she explains. “That’s mental when you think about how much it costs on other platforms.”

The Advice

Lucy’s top piece of advice is simple. “Don’t be afraid to lean on the people around you.” While it can feel uncomfortable to ask too many questions, it is essential, especially when you are publishing content for an external audience and need to get it right.

She is also passionate about setting boundaries and protecting time to recharge. “Lunchtime is non-negotiable,” she says. “Leads go on, trainers go on, headphones go on. That’s it. I’m locked away from the world for a little bit, just watching my puppy play.”

We enjoyed this brilliant conversation with Lucy a lot and are incredibly grateful for her honesty and advice.

Join us next time on Humans Behind the Handles as we continue to meet the real people behind the social feeds of charities and non-profits across the sector.