When Vodafone wanted to launch a new youth brand for 16-24s, they decided to
‘get out of the way’ and let their audience define the brand, by allowing them to create
a window into their world, under the strapline ‘Endless Possibilities.’
The brief was to launch VOXI, a new mobile network, which provided endless social data for under 25s.
We needed to ensure that we made this hard to reach audience stop in their social feeds, to watch the content, in order to drive huge engagement & buzz for VOXI.
Latimer recruited a community of 100 of the UK’s top young creatives, aged 16 - 25, from animators and graphic designers, to filmmakers and photographers.
We ensured the community was truly diverse, from geographical location, to ethnicity and gender; to ensure that the content had broad appeal.
We also enlisted the help of four influencers, who heroed content via their social channels, to shine a light on the creators and extend reach.
The influencers also developed the community, creatively and commercially through a series of masterclasses and sessions.
The content saw a staggering amount of engagement; over-performing by +39% on Facebook and Instagram, +125% on Twitter and 19 x the benchmark on Snapchat.
Content smashed all benchmarks set: +18% in reach, + 38% in video views and delivered 37 million views in the first 6 months; benchmarked against previous Vodafone activity running creative of a similar style and length.
There were significant increases in both brand awareness and consideration amongst 16-24s. With a third of those aware, saying they would consider choosing VOXI, the next time they needed a TelCo product or service.
We created 200 paid opportunities for the community, with all creators credited for their work across all social platforms, MTV channel sponsorship idents, live event content for Capital FM and bespoke snapchat filters.
of all UK 16-24s reached
Community Generated Content Pieces