FOUR CAMPAIGNS YOU MAY HAVE MISSED THIS WEEK6 months ago
KLARNA: SHOPPING FOR LOVE
Klarna came to us wanting to work on the perception of their brand, that as a Fintech company, is often misunderstood. They briefed us to increase brand trust within a core target audience of 25-44 frequent online shoppers, interested in money management and budgeting. We created ‘Shopping For Love’ – a dating show where you snoop through the phones of your potential new partner looking through camera rolls, message history, apps and spending habits to get a sense of who they are. Over 3 episodes and 3 articles, we addressed misconceptions about Klarna, created positive sentiment for the brand by showcasing a lively yet responsible cast of the show in order to promote spending with financial wellness in mind.
THE BRITISH ARMY: SOLDIER IS A SOLDIER
LADbible Group launched the ‘Soldier is a Soldier’ with the British Army to address inequality around perceptions of female soldiers and ensuring they are more visible. We discovered that under the search term ‘soldier’ on Google images, 99% of the first 100 images showed only men. Subsequently, we ran a campaign on LADbible to target almost anywhere someone might search for the term ‘soldier’ including the Army website, the likes of Shutterstock and Giphy as well as Instagram hashtags. We hacked these locations and flooded them with images of female soldiers to help address the imbalance. Launched at a time where young people are considering future careers, this campaign helped to reflect the opportunities available for young women.
To mark the launch of the McSpicy, we teamed up with McDonalds to join their heated #McSpicyDebate asking Brits “How spicy is the McSpicy?”. We launched an activation on Twitter with McDonalds who first asked their audience the heated question. We drove the LADbible audience to McDonalds to take part in the debate as well as going live with our own original content executions where we invited people to decide for themselves how spicy it is with an interactive taste test, to drive hype and excitement around the ‘spiciest’ item on McDonalds menu.
DEPOP: FUND YOUR SUMMER
Depop called on LADbible to help educate a young audience on how they can make some extra money this summer to enable them to live their best post-lockdown lives. Depop wanted to be positioned as the go-to platform to help make this happen. LADbible worked with successful Depop sellers to create an original content series on LADbible’s Instagram channel, to tell their stories around how they grew their businesses on the platform and gave out top tips on how to sell on Depop. The campaign to date has reached a staggering 6.9 million young adults and drove over 30,000 clicks to the Depop app to discover more.