Virgin Media: #WeAreHere

Challenge

Against the backdrop of a Olympics and Paralympics without any fans in the stadiums due to the global pandemic, Virgin Media wanted to show that we are here for our athletes in Tokyo and encourage nationwide support for the paralympics via social media, in their role as sponsor of the British Paralympic Association

The #WeAreHere campaign looked to display creative ways individuals can get behind and connect with ParalympicsGB from here in the UK.

Solution

We worked with diverse mix of 16 Influencers with a range of disabilities and impairments to create a range of colourful and engaging content to showcase their support for ParalympicsGB across Instagram, TikTok and Twitter.

Outcome

We were astounded by the success of the campaign with a huge overdelivery on Impressions and Engagements. We loved the energy and creativity of the content that the influencers produced in a campaign with a simple concept and call to action. Video content was king, and reels were performing brilliantly – with the whole campaign receiving 0% negative sentiment

Our paid campaign perfectly complemented the organic content – targeting paralympics related audiences as well as disabled audiences. CPMs were lowest in the under 45’s, but CPCs proved to be most effective in the older age brackets.