In order to cut through the noise of Black Friday and Christmas advertising, we needed to deliver an authentic and relevant campaign that not only created a buzz for the upcoming series but also started genuine conversations around the themes explored in THE WILDS such as female empowerment, body image issues, and sexuality.
We recruited 320 student micro-influencers across 5 markets with different interests, diverse backgrounds all with the common goal - female empowerment. This reflected the diverse group of young women featured in the series whilst reaching a broad audience with authentic, engaging content that would result in action.
Our top tier influencers received a “survival box” with seemingly random items that would feature in THE WILDS. The unboxing videos went live ahead of the launch and created a moment of mystery and excitement
The next content theme - we asked why their year had been wild and asked their followers to share their personal stories and reasons for a wild year. (We asked our influencers to engage with their audiences and share their personal stories on what a WILD year it has been) This led to honest, funny, heartwarming and positive conversations as well as driving excitement for the upcoming series.
Finally, on launch day our influencers went live promoting the series and sharing a streaming link for followers to watch the first episode for free across key social channels.