Let’s work through a DMA Award-winning campaign to see how they turned their business objectives into industry-leading social campaigns.

In 2018, Vodafone needed help targeting a young audience who were heavy phone users but resistant to traditional advertising.

The Strategy

Working with Ogilvy and Wavemaker they created VOXI, a bespoke mobile network for under-25s with focus on unlimited data for social media. This core offering was conceived from learning how data is drained by social apps.

The Creative

To target these heavy users of social media apps, they needed to produce high-quality content which could cut-through, and add value. To meet the challenge they enrolled 100 young visual artists cast from a wide pool of photographers, filmmakers, animators and illustrators from all over the UK.

The Results

In seven months, over 120 distinctive pieces of Youth Generated Content (YGC) were published. The content was viewed over 31 million times on social media. And it cut through: VOXI reached 31% awareness levels within 16-24s with consideration for Vodafone also up 3% amongst 16-24s.

Join the discussion

Can you think of another highly effective campaign you have seen on social media? Which media approaches did they use? Leave your comments below and post a link to the campaign of your choice.

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