Case study

Responding to Covid-19 with an Indoor Pursuits campaign for Pink Lady®

The brief

At the start of physical distancing in the UK, we quickly undertook research for Pink Lady® apples to ask consumers what content, if any, they would value during lockdown. Seeing a desire for well-timed positive content, we commissioned a series of new influencer-led content pieces designed to help fans find moments of relaxation and enjoyment at home during lockdown.

The delivery

Pink Lady®’s Indoor Pursuits campaign was delivered from conception to go-live in less than two weeks.

With restrictions meaning that filming and photography were not possible in the usual way, we collaborated with social influencers to create natural, engaging video full of ideas and suggestions for things to do while fans stayed safe at home. Topics ranged from Pilates, fashion and reading to beauty and gardening.

We used the influencers’ own channels to share in-depth video guides covering Stay Home Stay Safe appropriate subjects such as looking after houseplants, advice on positive reads to lift your spirits and seven days of stay-at-home fashion. These videos were then edited to create long-lasting content that will sit on Pink Lady®’s YouTube and IGTV channels.

The results

Creation of 8 videos covering a variety of interest areas including Pilates, nail art, caring for houseplants and reading

The content shared by influencers reached over 40,000 people

Content was promoted across Facebook, Instagram, Pinterest and YouTube and had a combined reach of  more than 2.2 million

  • 2.2 million
    Total reach of the social media advertising