Supporting the initiative with an integrated PR campaign, Popcorn utilised the creative platform of ‘go on we dare you’ to drive engagement with the Comic Relief partnership through an influencer-lead strategy that delivered key messages in a fun and playful context with a clear and direct call to action.
Recruiting and managing our influential ‘Dare Ambassadors’, coordinating targeted celebrity mailers and overseeing micro-influencer outreach, the team’s multi-pronged approach worked to ensure no stone was left unturned and no channel was left untargeted.
Recruiting Anto Sharp and LadBaby alongside Spencer Matthews and Vogue Williams as Mini Babybel’s ‘Dare Ambassadors’, the team ensured engagement, reach, audience and message-delivery were all carefully considered factors in the ambassador selection process.
Content from influencer Anto Sharp saw an engagement rate of 12%, 500% above industry average, whilst Spencer and Vogue’s content exceeded 1.3 million and LadBaby’s content delivered a cost per view of £0.008!
With the ‘Dare Ambassadors’ content smashing all industry benchmarks across engagement, reach and cost per view, celebrity challenge mailers and micro-influencer coverage also delivered additional reach of over 1.7 million, with social posts from the likes of BBC Radio 1 DJ Greg James and Made in Chelsea star Proudlock.
With an engagement rate exceeding the industry average by 150% and reaching over 7.5 million, key messages were delivered to dual target audiences to ensure Mini Babybel was able to shout loud and proud about the CSR initiatives at the heart of the brand.
With £1M raised and given to Comic Relief so far by Mini Babybel, we’re proud to continue to play our part in this unique charity partnership.