Virgin Media: Creating Gimojis For Virgin Mobile

CHALLENGE
Virgin Mobile wanted us to raise awareness of their new ‘red hot’ messaging. We needed to create talkability, generate a buzz on social and drive targeted press coverage to a younger audience interested in Virgin Mobile’s new phone deals.

APPROACH
In June 2018 it was widely reported that, finally, ginger emojis were on their way, with the rumour that they would be available to use from September. We decided to capitalise on this moment for Virgin Mobile by teaming up with famous redhead Nicola Roberts to call for the launch of ginger emojis, or ‘gimojis’. Nicola recreated a series of iconic emoji poses including the yoga pose, sassy hair flick, facepalm and the shoulder shrug. We distributed the story the day after the iOS12 launch, highlighting Virgin Mobile’s red hot iPhone Xs deals and Virgin Mobile’s campaign for redheads to get the recognition they deserved.

IMPACT
Within the space of two weeks we had turned around this reactive campaign delivering nine pieces of coverage including five nationals, with two pieces on MailOnline as well as Metro, Evening Standard and The Sun. Nicola posted about the story on her Twitter (411k followers) and Instagram account (260k followers) with a potential reach of 671,000 and the likes of Pixie Lott, Keith Lemon and Kimberly Walsh all getting behind and backing Nicola in her campaign!

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