The campaign was developed with a strong focus on strategy and understanding the target audience. The target audience consists of men and women aged 21 and over, with the influencer campaign aimed at 18-44-year-olds. The audience is passive and only considers internet providers when forced to investigate market options or actively choose to switch. It was therefore crucial to find a platform that could provide access to the audience, and then generate interest in spending time on the content.
The campaign was based on a humorous branding strategy that engaged people to sign up their gamer boyfriend/girlfriend. The topic was chosen as something many could recognize and relate to from their own relationships. At the same time, it was important to consider demographic data on the influencers’ followers, as well as their personality, humour, and engagement to capture the audience’s interest.
To achieve long-term success, it was also important to increase Waoo’s top-of-mind brand awareness among consumers. This was, among other things, attempted through the campaign’s choice of influencers who could create authentic and relatable content.