Following Live Lounge guest Jess Glynne stating she felt cheese was ‘overrated’, Greg organically concocted a fun prank by secretly hiding Mini Babybel around the studio ahead of her performance. Sharing the stunt with his 876k strong Instagram audience, Greg proceeded to speak about the joke on air, mentioning Babybel in the process.
Highlighting the Popcorn panache for reactive PR, the team knew this was an opportunity that could not be missed. Showcasing the on-the-Fly element of our ‘Fix, Flex, Fly’ PR approach, we swiftly arranged the same-day delivery of a giant Babybel piñata to arrive with Greg at the BBC Radio 1 studios.
Upon arrival, the branded piñata was shared by Greg and his producers on their Instagram Stories with a hilarious video of Greg wearing the giant Babybel as headgear while dancing around the office. Furthermore, it was later showcased by Greg in another social video, featuring documentary filmmaker Louis Theroux smashing the piñata inside the BBC Radio 1 studio.
With the video generating over 846,000 views, a reach in excess of 8.2 million and 41,200 engagements the reactive activity worked as the perfect opportunity to engage the BBC Radio 1 team and their audience with the brand in a fun and authentic manner. Shared not only once, the video appeared on:
- BBC Radio 1’s Twitter
- Greg James’ Instagram (and Instagram Stories)
- Greg James’ Twitter
- Greg James’ Facebook
- Louis Theroux’s Twitter
- BBC Radio 1 Producer’s Instagram Stories
As a sought-after space for brands, the reactive engagement opportunity presented the perfect opportunity for Babybel to crack BBC Radio 1. With the Popcorn team having previously engaged with Greg James on behalf of Bel UK, recruiting him as Boursin’s number 1 influencer and biggest fan, this latest social success is just another fantastic example of how we utilise the importance of reactive engagement with influential individuals on behalf of our clients.