Intention
O2 aims to be the UK's most culturally relevant brand, building authentic connections through its Essential for Living platform and celebrating the power of community.
THE Response
Across four pillars - arts & entertainment, travel, music, and sport - we spotlighted four cultural trailblazers in the Essential for Living campaign.
Featuring Whatmakesyou, Soft Life Ski, Jordan Stephens, and Chelcee Grimes, we created bespoke story-led content amplified across TikTok, Instagram, our owned channels, and key distribution partners.
Impact
3.3M views to the campaign in just 1.5 weeks (a 5% overdelivery vs the media plan)
+15% Increase in cultural relevancy scores amongst Gen-Z demographics (via our pre & post brand tracker)
