GOGGLEBOX SOCIAL
Three Brand Partnership
WHEN GENUINE MOBILE BEHAVIORS MEET THE UK’S BIGGEST TV SHOW.
CREATIVE DIRECTOR
Over three seasons, the campaign's strength has grown, evidenced by an increase in organic engagement from 9% in the first season to 15.7% in the third. Working with over 50 creators, we've expanded brand awareness of the partnership by 5%, outperforming our traditional media metrics and getting over 17M organic views.
This approach demonstrates that well-crafted, strategic social campaigns that understand how to work with both talent and creators can significantly enhance engagement and brand recognition.
To enhance our partnership with 'Gogglebox,' one of the UK's most popular TV shows, we developed an ever-evolving social platform through our 'Phoneisms' campaign.
This initiative leveraged insights from second screening, introducing relatable mobile behaviours with catchy meme-style names like 'Tapsident' for accidental messages, 'Pillowswiper' for bedtime browsing, and 'Throning' for watching TV in private moments.
We challenged Gogglebox talent and cast of creators to bring these behaviours to life in their unique styles, incorporating our Three-branded mug into their content. This strategic framework spurred consistent, on-brand content, boosting our partnership's visibility.