GBK

The challenge
As a part of the festive season, GBK challenged The Fifth to prove that Christmas dinner by GBK is ‘truly no1’ and encourage audiences to visit their local GBK restaurant. They wanted influencers to use their energy and passion for Christmas (and burgers) to create content that helps show that GBK’s take on a Christmas dinner is #BetterThanYourMum’s.

The solution
Our strategy and insight team discovered that one of the best things about Christmas is the food – and most importantly our mum’s cooking! We therefore challenged a select group of influencers to express their views, with a comedic and humorous tone, on who makes the best Christmas dinner: their mum or ‘the’ burger connoisseur GBK. Introducing #BetterThanYourMum, which lived across both Instagram and TikTok, the campaign gave our talents the chance to put their own comedic spin on the subject. 

The outcome
This campaign was a great opportunity to challenge our own creativity and our talents’ in producing some amazing content for GBK, and prove to audiences that sometimes GBK food is #BetterThanYourMum’s.

1,228,638
Impressions
62,386
Engagements
1,061,638
Video Views

SLIM CHICKENS

The challenge
For Christmas 2021, Slim Chickens came to The Fifth with some food for thought. They challenged us to show off Slim’s personality whilst putting a smile on customers faces, spreading feel-good vibes in a loud and bold way throughout the holiday season. 

The solution
We discovered that the Slim audience lives life however they want. After a year of not seeing anybody, there are some people that simply weren’t missed. With this in mind and with the power of self love at the heart of it, we partnered with Slim on a tongue-in-cheek mission to empower the audience to get their ‘me-time’ back. 

Using Slim’s Southern Charm, we invited our audience to #ChickenOut on any unwanted Christmas plans. To help turn the negative connotation of chickening out into a positive one, we worked with three energetic talent who produced hilarious and relatable festive skits. They were selected to be leaders in spearheading the campaign, taking over Instagram and TikTok with ‘you-do-you’ messaging, highlighting Slim’s locations as the place to be to achieve the #ChickenOut sense of inner peace.

Our #ChickenOut campaign message extended to Slim Chickens’ marketing channels, allowing us to scale the campaign further and take the influencer campaign to new grounds. We even extended the campaign to the non-digital world, through our Out of Home (OOH) billboards, spreading the message of #ChickenOut to the masses and growing our audience. Creating synonymy between digital and OOH, we featured one of our influencers on the billboard alongside the messaging itself. This gave us the perfect opportunity to deliver a 360 campaign. 

The outcome
With the inspiration of mental wellbeing behind the campaign, we were able to inspire our audience to put themselves first and to take pride in doing what makes them happy at Christmas. 

1,268,303
Impressions
147,678
Engagements
711,616
Video Views

646,080
True Reach
1,290,843
Impressions
398,531
Engagements
2,372
Website Visits

BOOTS

The Challenge
Boots asked us to help reframe the nation’s preconceptions of Boots Opticians through influencer marketing and end the belief that Boots Opticians is for people without style, all while implementing the tagline “They’re Boots, Darling”.

The Solution
Working with super stylish yet relatable talent, we told the positive and emotive stories that come from finding your ‘Feel Good Frames’. The frames that become a part of who you are, your identity and ultimately your confidence.

With our influencers looking and feeling so great, our super engaged audience weren’t able to resist asking… “WHERE ARE THOSE GLASSES FROM?” – to which the answer was always “They’re Boots, Darling.”

The Outcome
We over delivered on the campaign’s KPIs, achieving an impressions total 61% above the KPI, and an engagement total 27% above the KPI.

1,293,470
Impressions
63,627
Engagements
33
Pieces of added content

F&F

The Challenge
F&F came to use to help raise awareness of the launch of their new denim family collection. They wanted a campaign that would elevate the brand’s fashion credentials, communicate the quality of its denim and showcase that F&F offers styles for the whole family.

The Solution
We sourced a parenting family that would resonate with F&F’s customer to style their new denim collection. To reach a wider family audience, we partnered with the Fabulous fashion team to create a multi-platform campaign via both their magazine and daily product. This was coupled with social and online activations designed to introduce denim back into your wardrobe after months of lockdown-induced neglect. 

The Outcome
A 360 brand partnership with influential talent at the heart.

714
Tap Backs
360
Brand Partnership
3
Media Channels

JOHN LEWIS

The Challenge
John Lewis came to us to help raise awareness of the launch of the new home range HOUSE and bring to life whatever your style, or your lifestyle – John Lewis has something for everyone. Their main ambition was to make JL No.1 destination for homes.

The Solution
We asked three well-known style and interiors influencers to pick their favourite trends from the John Lewis & Partners HOME range and use it to put together an inspiring edit of products to style a particular room – a room they would love for their own home. 

Covering everything from minimalism to maximalism, one of them was tasked with creating a style for a bedroom, another a living room and the third a study. Along the way they shared tips and tricks on how to style the trend.

The Outcome
A highly engaging and innovative campaign that lived across social, digital and print.

173,426
True Reach
225,747
Impressions
15,093
Engagements
406
Link Clicks

MODIBODI

The Challenge
ModiBodi came to us to help drive awareness of the ModiBodi brand this International Women’s Day using the #choosetochallenge theme. From their ‘Give a Pair’ charitable program to auditing their supply chain to ensure fair work conditions for their factory workers, to lobbying to abolish the tax on sustainable menstrual products to school education programs to provide free period products to students – ModiBodi are striving to achieve gender equality.

They tasked us with using influencers to discuss and open the conversation regarding gender equality via personal experiences and to ask how we can work towards achieving this goal – in business, within communities and in our own personal lives.

The Solution
We sourced talent from across our Fifth Talent roster for the ModiBodi campaign and featured business owners, mum bloggers, interior bloggers, artists and sports women to talk about what gender equality means to them.

The brand wanted influencers to speak authentically about their experiences via IGTV or IG video, and IG Stories. Influencers were therefore given the creative freedom to create content that was personal and authentic to them in a way in which they felt most comfortable.

The Outcome
We created a highly engaging campaign for ModiBodi that lived across social and featured a variety of women from all walks of life sharing highly compelling content about their experiences of gender equality, what it means to them and how they hope to help forge a gender equal world.

THE SUNDAY TIMES PARENT POWER

The Challenge
The Sunday Times Parent Power supplement is widely acknowledged as the most authoritative survey of the country’s best schools.

In 2019, The Times wanted to raise product consideration and drive digital subscription through an activation with parenting influencers that promoted the usefulness of the Parent Power supplement and more broadly, The Times.

The Solution
To support the Parent Power list we had creators post content on Instagram educating they’re audiences on what it is and how it works.

We used the post to educate the audience in the description on what Parent Power is and the stories more on how it works and push followers to the site using Instagrams swipe up feature.

The Outcome
The campaign was a success with regards to driving direct digital subscriptions of The Times and the audience’s engagement with the content. With almost 12,000 engagements and over 387,000 impressions, we over delivered our campaign KPIs.

331,235
True Reach
378,715
Impressions
11,736
Engagements
4,410
Link Clicks

THE SUNDAY TIMES LIFE LESSONS

The Challenge
February 2020 saw the launch of the inaugural Life Lessons Festival by The Sunday Times. A weekend of big talks from big thinkers, the event showed us that wellbeing isn’t about lycra and fad diets but that when we are well-informed, have an open-mind and life lessons at our finger tips we can all live a happy, healthy and more inspired life. The Sunday Times asked The Fifth to help raise awareness and increase online engagement in the hope of driving ticket sales to the event.

The Solution
To boost the profile of the Life Lessons Festival, each talent created a short, frank series of social content that points a finger at a myth within the wellness space.

Call out a mythIf you could call ‘nonsense’ on one wellness fad what would it be? Cutting through the noise and debunking the myths our influencers called out parts of the wellness industry. Giving their audiences a taste of the festival in this insightful, bite-size content series.

One Life Lesson: Each influencer shared One “Life Lesson” with their followers, in whichever media is most appropriate for them, and asked them to do the same for their chance to win an extra ticket for a friend.

The Talent: For this campaign, we engaged Megan Jayne Crabbe, Poppy Jamie, Cherry Healey, Madeleine Olivia and Venetia Falconer. Each of these influencers champion mental wellbeing and some were speaking at the event.

The Outcome
The campaign hugely over delivered on media KPIs, achieving more than double the benchmarked volume of Impressions and Engagements whilst also driving direct ticket sales from the activation. The campaign was also incredibly well-engaged with by the talent themselves who collectively created 61 pieces of content when only contracted to produce 20.

1,701,699
True Reach
40,439
Engagements
1,618,456
Impressions
61
Pieces of content

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