F&F Active #workitwithdavina in 2016
F&F leveraged their partnership with Davina McCall to create a content series of Health Hacks…| January 26th, 2016
Mediacom Beyond Advertising and F&F have created a content series utilising Davina McCall as the face of their 2016 Active range, to produce a series of Health and Fitness videos.
This allows F&F to tap into Davina’s established reputation and expertise in the area of health and fitness. As a result, we were able to produce engaging video content that F&F’s female audience can identify with and drive consideration of the range.
Both F&F and Davina already have an active and significant social audience, allowing the content to deepen audience engagement and brand affinity, while putting the new active wear range in the starring role.
The video series seeks to inspire the audience to get active and showcase F&F’s new active range, inform by providing helpful tips and advice, and involve the audience by encouraging them to #workitwithdavina – which is the hashtag used across all copy and touch points.
The amplification plan focusses on the key social channels – Facebook, Instagram and Twitter – to engage existing customers and encourage new ones. 15” video teasers were seeded out socially to drive users to clothingattesco.com to watch the full length videos, providing more information and a deeper brand experience. The campaign launched at the beginning of January and results so far have been strong, with over 2.5 million video views across Facebook in the first 24hrs of going live.
MediaCom Beyond Advertising were instrumental in the ideation and production process, including shaping the ideas behind the videos and creating content that is both appealing and interesting to F&F’s female audience.
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