Influencer Marketing winner: Essence, Digitas and Saatchi & Saatchi for EE

EE Phonesmart won parents’ trust to help kids to be safe and kind online, through the use of parenting influencers which then caught the attention of celebrity parent influencers.

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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