Case studies

HEAT'S UNDER THE DUVET WITH VOXI

The challenge

As a young entry to the already fierce telecommunications market, VOXI, Vodafone’s youth brand, faced two challenges: No awareness of what VOXI offers (unlimited data for social media and rolling monthly contracts) and a lack of brand image that resonates with 16-24s.    

WE HAD TWO OBJECTIVES:

A. Increase consideration by 10%

B. Increase sales by 8%

The Insight

69% of this audience are locked into monthly contracts and claiming they actively distract themselves during ads, and 65% only consider two brands when switching. Serious grafting is needed to drive brand consideration.(Source: Milward Brown).

Love Island is the most talked about topic amongst their core 16-24 audience.

The winter edition of the show dominated newsfeeds, attracting over 8 million tweets. 16-24s are obsessed with talking about the show on social media, desperate to know what other people were thinking.

The Idea

Partnering VOXI with Bauer’s iconic celebrity magazine heat, an established brand within the cultural commentary space.

Social media becomes a jungle of user-generated content; from creating memes to superfans broadcasting conspiracies. However, this content is all over the web, not in one place.

This is where we spotted a content gap that was perfect for the partnership. Whilst other brands sponsored or created content, we decided to produce a spin-off show dedicated to all the fan content and social media chatter.

This was right up VOXI’s alley, as Endless Social Media was central to VOXI’s product offering ­- heat’s Under the Duvet with VOXI was born!

Execution

Hosted on heat Online and available to watch on YouTube, the weekly 20-minute show exclusively explored fans commentary on the Islander’s shenanigans, creating up to date, relevant content online, social, in print and on air.

Presented by ex-Islander Amy Hart and Hits Radio’s Jordan Lee, the show’s 3 segments were audience-driven, taking themes most popular on Twitter (audience reactions), Instagram (memes) and TikTok (Ex-Islander opinions) and curating it into one tantalizing show.

heat made 'Under the Duvet with VOXI' the go-to show for fans and positioned VOXI as a relevant brand for the target audience.

Results

1.8M VIEWS DELIVERED ON TIKTOK FROM 33 POSTS

19% DUMPED THEIR NETWORK AND RECOUPLED WITH VOXI

4.1M VIEWS ACROSS 7X20-MINUTE EPISODES,EXCEEDING TARGETS BY 38%