In October last year, EE partnered with internet experts and children’s charities to launch PhoneSmart, a free online programme helping kids who have a phone for the first time to stay safe.
Essence was tasked with raising awareness of EE’s ‘Stand Against Online Hate’ platform, and building recognition and encouraging take-up of PhoneSmart. To get the message out to kids, EE realised it needed to connect with parents.
The idea underpinning the campaign was that parents see other parents as a trusted source of information and truth. Essence ran a social and influencer campaign, focusing on driving engagement by selecting partners for EE with credible content providers and podcasts. To maintain the conversation, influencers that speak to parents in a balanced tone were selected.
EE partnered with parenting influencers with children from various backgrounds, including ‘Scummy Mummies’, ‘Dad v Girls’ and ‘Big Fat Greek Mother’, to build a narrative of real stories. Celebrity influencers also joined in, giving visibility, reach and content. Different phases focused on how hard it is being a parent and how it is a role made even harder with the digital world.
EE’s influencer strategy was a success with the parenting community, achieving a significant number of engagements and views.
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