Three had a huge success with their Pony campaign: they wanted a follow-up hit.
The new campaign, #SingitKitty, featured a singing cat. Working at TBCH/RAPP, I worked on the creative strategy to go on social.
Effective? Very.
The graph above shows Three’s brand health score during the course of the campaign.
On day one it went out to almost 21 million people: over 950,000 actively engaged with it on social. It is now considered ‘one of the most successful viral mobile network advertisements ever in the UK.’
Market research
Creative strategy