iQ student, iQ: The Power of Parent Influencers

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What we did

We provide brand building, campaign strategy, acquisition marketing (through paid social), issues management and ad-hoc social support.

The results

How we did it

Average engagement rate of 3.48% on Twitter and 2% on Facebook showing that iQ content is more readily consumed when delivered by third parties. All content repurposed across iQ channels (organic and paid) – an effective way of generating owned content, and across the year we reached 70% of our prospective audience multiple times.

We launched iQ's 'Refreshers' campaign to target the decision-makers of students' accommodation choices through an integrated influencer campaign driving reach and engagement.

Parents hold both financial and decision-making influence when selecting private student accommodation, however they are difficult and expensive to reach. Our ‘Refreshers’ campaign specifically targeted them. We sent two parent influencers - with children of near student age - back to relive their uni days. They spent two days at an iQ property, bringing to life all the amenities and features.

There are more than 50 iQ properties across 27 UK cities, which attract both domestic and international students.

iQ: The Power of Parent Influencers

There are more than 50 iQ properties across 27 UK cities, which attract both domestic and international students.

Mazda UK Executive programme

An executive comms programme, leveraging the profiles of 5 directors on LinkedIn.

We did this by:

- Focusing on using behavioural science to create individual sharable moments
- Creating a high-quality hero video and suite of custom digital graphics, to tell a coherent central story
- Activating Kier’s C-suite and partners to extend the reach beyond the employee base
- Driving momentum throughout the month with aggregations of the UGC content

Kier: Moving Through May

Kier Group is a FTSE250 construction firm which runs an internal charity initiative each year designed to get employees active, and raise money for charity partners. Our challenge was to turn ‘Moving Through May’ into a mass employee advocacy campaign, externally.

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We went big on flavour and even bigger on culture. Enter Elburritomonster, or Oli Paterson, TikTok’s king of over-the-top, tasty food content. With a combined reach of over 1.9M followers and an audience skewing 33% 18–24, he was the perfect partner to help reposition Harvester in the hearts (and feeds) of younger food lovers.

This was more than a collab. We launched a through-the-line influencer partnership - AND a Mitchells and Butlers first - spanning social content, in-restaurant activation, menu innovation and even a burrito battle with a Harvester Grill Master. The content appeared everywhere — from TikTok to table talkers — creating a rich, playful narrative that felt native to both Harvester and Oli’s style.

Harvester x Elburritomonster

Harvester has long been loved for its varied menu keeping every guest happy AND its legendary salad bar — but in 2024, the brand needed to evolve. Our challenge was clear: drive relevance with younger audiences (especially 18–24s) and cement Harvester as a nationally loved brand, not just a nostalgic favourite.

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We took a behavioural-led approach to drive genuine change (and sales). We identified and activated target influencers and they received a 21-day survival kit and shared their journey on social, documenting their experience and generating conversation. This content was re-shared on Green Cola.

We initially started with 10 micro influencers who nominated friends to take the same challenge, but it very quickly became a self-sustaining content generator and ongoing influencer program (due to the pyramid effect).

The 21 Day Challenge with Green Cola

It’s often said it takes 21 days to make a habit but that also means it takes 21 days to break one. Green Cola is an independent British brand setting new standards in soft drinks. As the country looked to improve health during lockdown, we came to the fore with its 21 Day Challenge to help people kick that aspartame habit.

Creating an integrated campaign, showing off the car in a family setting. We didn't want an influencer in a car, we needed to take our audience on a journey.

Our big objective was to create engaging content that creates a relevant, warmed-up pool of people that the media agency can convert more effectively (and we beat the CPC).

Mazda UK: Canvas of your life

Getting in front of our conquest audience, and showcasing that Mazda now have a 7-seater car - giving these people a reason to buy.

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Private equity

- We tested focusing in on our core audience - private equity businesses, using Lewis as our key face
- His video was boosted (with £3K) and has been viewed 48,714 times (reaching 39,840 individual people) with an engagement rate of 7.20% (organic) - we reached the right people and they like it!
4,052 engagements, including 14 comments, with questions (which Lewis responded to). His post also received 38 reposts and 412 reactions
- Our follow up post retargeted engaged users from his first post (those who watched 25% or more of Lewis’ video), driving traffic to our budget analysis on PE, and has generated 103 clicks (paid and organic, vs our paid forecast of 250)

Economic commentary

- Tom’s video - shared on RSM’s page, and boosted with £500 - has been seen 26,296 times (paid and organic) with an engagement rate of 11.60% (organic)
- Over 100 hours total watch time, resulting in 205 UTM clicks.

RSM Autumn Budget

We dominated the LinkedIn News space, with four pieces of commentary highlighted by the LinkedIn editorial team, more than any of our competitors.

Overall, our budget content (including predictions) has had 191,856 impressions (paid and organic), with two videos from Tom Pugh and Lewis Tompkins being seen 75,010 times (paid and organic).

The Autumn Budget (8,129) received 196% more engagements than the Spring Budget (2,743).

Our videos performed well, with an ER of 11.60% on Tom’s post (organic) and 7.20% on Lewis’ post (organic).

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We created Mazda Discovers, a long-running branded content series showcasing European craftsmanship, framed through Mazda’s lens.

The campaign positioned Mazda as a champion of craftsmanship, design, and artistry, values embedded in the vehicles themselves.

We made it modular and multi-platform, giving MME a full content engine that local markets could deploy and adapt locally.

Watch them here: https://www.youtube.com/playlist?list=PLoexgVa4CACH2dSBpT3BO2ctA4dsKLLzB

Mazda Europe presents... Mazda Discovers

Mazda needed to elevate brand perception across Europe - from rational and value-led to emotional and premium. With limited visibility and local resources, local markets required scalable, flexible, brand-building content. Mazda Europe took charge, creating YouTube-led storytelling aligned with its Takumi philosophy to serve 32 markets.

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Mapped the customer journey to ensure integrated paid, earned and owned activity (including SEO, PPC, social and influencers). Underpinned by behavioural approaches to create the illusion amongst specific audiences that these are the brands to buy

Bringing together PPC and influencers with paid and organic social to drive sales for high end pet food

We introduced a demand-led social approach to drive sales from existing and new audiences – with the backdrop of limited retailer sales and buyer data.

Watches meet wine

Our challenge was how do you identify the growth audiences who have both emotional resonance and propensity to buy (i.e. they want it, and can afford it)?

We undertook a data-fuelled and behavioural-led campaign for the market leader for pre-owned luxury watch resales.

The audience are passive users of social, but do enjoy casual games. We built an innovative Facebook canvas ad unit based on an interactive ‘choose your own adventure’. You navigated a pig through low, medium and high risk scenarios, leading to a range of different outcomes.

Creating a cost-effective and disruptive way to generate leads for the Zopa ISA product for the over 50s

This required a cost-efficient and disruptive way to get in front of them, engaging around a relatively dry and undifferentiated product.

We identified and tested search and social indicators, devising a PPC and paid social programme to serve up the right information, to the right people at the right time, directing people to a free service highlighting cancer services and information in their area

Helping cancer patients get the support they needed with Cancer Care Map

Cancer services are fragmented and difficult to find, and demand is high post-Covid with delays in treatment. But how do you identify people, digitally, at the moment that matters - immediately after diagnosis?

We mapped SEGRO’s audiences to identify disruptive digitally-led tactics to make the Centenary relevant. The centrepiece was ‘Contraption’, a film which borrowed consumer marketing tactics for a B2B context. It featured every customer, driving distribution and wider resonance.

Building brand visibility for a FTSE100 giant in their centenary year

2020 is their Centenary year. We needed to build visibility with multiple audiences: from government and investors to local communities and customers.

At the heart was a series of influencer activations around the theme of connecting people virtually - from cook alongs to meet and greets over a glass of wine. We also delivered on something the fans had been calling for… A (virtual) cook along with Joe Sugg and Dianne AND their favourite wine, Jammy Red Roo.

Partners in [yellow tail] wine

[yellow tail]’s mission to be the wine brand of choice when people share happy moments was challenged due to the COVID lockdown. So, we pivoted their social approach ensuring they remained top of mind with wine consumers.

An example of an innovative activation is TikTok, the fastest growing UK social app.
Brands are just starting to engage, and there is a) space to innovate b) an opportunity to be a first mover and c) an opportunity to grab share of mind.

Cooking up a storm with Toby Carvery social media

We cover all social media and digital activations for Toby, the country’s third biggest casual dining brand.
Toby brings families together to enjoy a great British favourite, the roast. We use social to drive awareness and brand consideration (beyond Sunday). Part of this is using the right channels to get in front of the ‘must-win’ 18-30 age group.

The theme of summer 2021 was about having fun and staycations. We brought to life how Mazda combines these to expand people’s horizons. Using a beautiful, state of the art location – Luna Domes – we hosted 5 top-tier influencers and created content that was played back across a four-week period, alongside key messages, in multiple channels to an audience with the highest propensity to.

Beautiful (results) on the horizon for Mazda

In 2021, Mazda UK launched the all-new CX-30 – we needed a socially led campaign to get in front of an entirely new audience - prospecting whilst building advocacy - delivering high quality earned content and creating owned content to drive engagement.

Why influencers? Influencers can help us show to a broader audience that travelling back to cities is: safe, interesting, easy to do and ‘cool’. The mechanic was simple – select the right influencer that fit the Airbnb aesthetic and audience, and also had the engagement rate to drive website traffic (and bookings!). Then send them to one of six key cities.

A phenomenal return - using influencers to drive Airbnb bookings

We were tasked with planning and executing a social influencer campaign to help tier-1 EMEA cities get back on track, post Covid, and help hosts struggling with a lack of interest.

‘Don’t Grow It Alone’ was a social, behavioural change campaign asking SME owners to ‘spot the difference’ between four businesses in 2020 and 2030.

There was always one invisible difference: that business took external finance.

This was brought to life through images and videos narrating what decisions each business made and the finance they took, informed by real-life SMEs.

Don't Grow It Alone with British Business Bank

British Business Bank exists to increase the supply of credit to UK SMEs. There had been a consistent decline in funding applications, despite research showing that this often leads to high-growth businesses.

Mapped out the potential audiences and stakeholders that matter – speaking to their interests and identifying daily engagement opportunities, drafting content for their social channels, proactively build their audiences and create activations.

Bringing in new biz for JLL through executive comms

We needed to maximize LinkedIn's presence to reach current and new investors and increase JLL brand awareness.

The program started with the data – mapping who holds genuine influence to Sage’s potential customers – accountants, business owners and those thinking about starting a business – and the value exchange they’d require (what they’d need to advocate).

We then devised an ongoing series of activations with influential individuals around topics that were relevant to them and Sage – from Twitter chats reaching 3M people to Tiktokers showing how they’ve bossed it in 2021.

Bossing It' with Sage

How do you get multiple people – from everyday accountants to well-known business people like NOTHS founder Holly Tucker talking about accountancy software? That’s the challenge for Sage and its global influencer program.

We launched iQ's 'Refreshers' campaign to target the decision-makers of students' accommodation choices through an integrated influencer campaign driving reach and engagement.

Parents hold both financial and decision-making influence when selecting private student accommodation, however they are difficult and expensive to reach. Our ‘Refreshers’ campaign specifically targeted them. We sent two parent influencers - with children of near student age - back to relive their uni days. They spent two days at an iQ property, bringing to life all the amenities and features.

iQ: The Power of Parent Influencers

We provide brand building, campaign strategy, acquisition marketing (through paid social), issues management and ad-hoc social support.

Smashing beautiful launch targets for tolpa

Our mission was to ensure customers went onto the tolpa product pages on LloydsPharmacy.

A surprising sneaker from Sage

How do you make #BossIt cut through with small businesses, make Sage memorable and be front of mind at the point of purchase?

Get in touch

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We’ve been awarded B Corp status - showing our commitment to business as a force for good.

Examples of social media, influencer, research and analysis and digital marketing projects we've done for our clients.

Our Work

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