Welcome back to the Clearbox ‘Coffee Shop’…
This week, Kasey Leigh sat down with Head of soda. Hannah Uprichard, to find out more about the woman behind the Clearbox group’s exciting new social media agency.
Name: Hannah Uprichard
Star Sign: Gemini
Drinking: Flat white (expertly made in-house by Kasey Leigh)
So, Hannah - how did you get here?
Clearbox? Well, I joined the company 3 years ago as an Account Exec in the PR department because I wanted to try my hand at PR, but it then became evident (as much as I enjoyed PR) that social media was the route for me. I started to steer that direction, and this year we launched soda. – our dedicated social media agency that I head up!
You’re the Social Media Manager at soda. How do you manage?
Very good question! I don’t know how one manages really…
What’s your coffee order, and do you think it says anything about you?
My go-to is a vanilla latte, and I do think it says a lot about me because I’m not really a coffee drinker. I have one every day, but I need to have an element of sweetness. As a person I’m quite sugary and high-tempo, so I need my energy for the day.
Do you have any predictions for the direction social content is taking at the moment? What major trends do you like/not like?
Right now, social content is definitely leaning more toward authenticity and value, which I LOVE. We’re seeing less overly polished content and more real, unfiltered moments - things that people can actually relate to. Short-form video is still king, but there’s a shift toward deeper storytelling and niche communities too.
I really like the move toward transparency and brands showing more personality, as I think it builds real trust. What I’m less keen on is how fast trends come and go - it can push brands to jump on everything rather than focusing on what actually fits their audience and purpose.
What’s your favourite meme?
I’m more of a vine person than memes… and there are so many!
“It’s an avocado... thanks!”
“Hurricane Katrina? More like hurricane tortilla!”
There are too many to choose from. I live for TikTok compilations of old vines. RIP.
What is your favourite client memory?
We have lots of clients and LOTS of good memories, but I got to go down to a Beavertown event in Dublin last year and got to help them film lots of stuff, so that was really cool. They had a DJ, pop-up shop and even pop-up tattoos!
How do you juggle wearing so many different hats across such a variety of clients? What is your approach to time management?
Juggling multiple brands is definitely a big part of my job! The key is staying as organised as possible (even if it’s not always easy). Content calendars, scheduling tools, and clear systems with my team help keep things running smoothly - and keep me sane (lol). I block time for each client so I can fully lock into their tone, style, and goals for a few hours at a time. That way, I’m giving each brand my full focus and creating content that really fits.
For internal content - I like to allocate slots for content gathering so that I’m not pestering the team sporadically, which avoids interrupting both mine and their workflow. The team loves my content sessions…
What is your daily average screen time?
I would say very high…definitely over six hours anyway. At work, I’m always on my phone trying to do work and then I love TikTok and social media outside of work, so I’m always on that.
Now it’s time for a quickfire round I’m calling, ‘Swipe right or swipe left?’
Selfie-sticks? Swipe left.
Pepsi Max? Swipe right.
Getting tagged in your mum’s photos on Facebook? You know what - swipe right!
Airplane Mode? Swipe left.
Instagram’s new ratio? Swipe right.
TikTok Dances? Swipe right.
Hashtags? Swipe left.
Do you have any advice for businesses who want to get into social media but don’t know where to start?
I think my top piece of advice is don’t be afraid to show your brand’s personality and the people behind your brand – these things are what make people fall in love with your brand. There’s so much hate out there and people tend to worry ‘what if people perceive it this way or that way,’ but to remain authentic and get people truly invested in your brand you need to have fun with it and show who you really are.
When you were a child, what did you want to be when you grew up?
I went between a vet and a hairdresser… I love animals and dogs, but then I’m also a very emotional person so realised I would never be able to be a vet. I’ve also always been that designated friend that does everyone’s hair, and though I still enjoy it, maybe not as a full-time career…
If you could have any superpower, what would it be?
Invisibility. I love having a nosey and seeing what’s going on!
What is your plan for the future? Where would you like to be in the next 5-10 years?
Professionally: Since the launch of soda. in April, my focus is on building a strong foundation - creating great work, growing our client base, and refining our processes - all the fun things that come with launching a business. In the next 5 years, I’d love to see soda. thrive with a solid team, a reputation for standout social strategy, and a roster of brilliant brands.
Personally: I’d like to have my new home fully renovated (it’s a real WIP right now lol) and have my dream, cosy, colourful victorian home in Belfast. I also hope to have my own pup soon - since moving out I feel like I’ve lost my right arm with my family dog (Monty - the best boy) still at my family home - so a dog is in the near future!
Oh, and I also hope to travel plenty - next big trip is South Africa later this year. One of many bucket list spots I’ll be hitting!
