To coincide with their Autumn TV campaign, freesat asked us to develop an online campaign that aligned their brand with the best of the Autumn TV schedule. In response, we developed #dramaface.
Developed from insight that over 50% of conversation on Twitter is about TV, the 3 month campaign targeted TV lovers across the UK, encouraging them to upload their #dramaface selfies, live, as they watched TV.
We handled the whole campaign, from the #dramaface mobile platform design & build, to all campaign messaging, social content and blogger outreach/ digital PR.
By developing the campaign out of an existing truth, take-up and engagement was strong – with an OTS of over 6 million and Facebook PTAT increasing by 660%.
The campaign also attracted celebrity engagement – one highlight being Mary Portas uploading her #dramaface whilst watching Homeland – which amplified PR opportunities further. The concept was further validated by the copycat campaigns by Nokia and Specsavers that followed in the 6 months after.