Tasked with activating a new brand spokesmodel across all above the line channels, more reactive moments were required to create buzz within the plan.
Through a reactive annual calendar online, moments that the potential consumers cared were built into a social content and advocate plan to create huge social buzz and talkability – with Lewis at the core of the messaging.
This included gifting moments and core campaign pushes, as well as moments of surprise and delight throughout the football season!
The plan delivered record breaking online SOV% for the brand. Offline, the brand became the fastest growing male Masterbrand in back to back years in the UK.