Advertising during the midst of a global pandemic is an interesting challenge. I helped clients navigate their TOV on social media, from genuine and earnest communication around their charitable engagement in the crisis to more playful, inspiring activations.

With Asda’s Get Your Cook On campaign, we were tasked with translating the celebratory, rallying cry of the TVC into social, from product focussed cut downs to a popular range of GIPHY stickers and UGC posts.  Almost overnight Asda’s Get Your Cook On Giphy stickers became wildly popular, with users augmenting their own playful kitchen win and fail content. The organic success of the stickers is proof that if a brand leans into a cultural moment and enhances their audience’s behaviour with appropriate social tools they can generate a snowball effect of engagement and enjoyment.

Paid social - individual product stories

Organic UGC content

GIPHY stickers