
THE OBJECTIVE
To raise awareness of the UK Government’s Burn Better campaign, delivered in a unique, fresh and engaging way.
50% of Dadsnet members have pen fires, log burners or multi fuel stoves. Which means that 50% are potentially burning the wrong fuels at home, and releasing harmful smoke into the air which, when mixed with other emissions in your chimney, can affect their health.
CREATING EMOTION
Let’s not beat around the bush… making sure you buy & burn the correct fuel isn’t the most glamorous message. Not to mention having to make sure you look for the ‘Ready to Burn’ symbol when you buy. Our job was to deliver this message in a fun, humorous & therefore engaging way.
We need to amuse our audience enough for them to stop scrolling and hear the message.
IMMERSED IN COMMUNITY
Each piece of content was shared within Dadsnet’s community where we know the demographic exists. After running the content in our community, we opened it up across our public platforms to 750,000 followers.
Impact & Implications
Output
people reached via Dadsnet's owned media
Outtake
views & listens included brand video and/or campaign messaging.
Outcome
%
overall campaign engagement rate (inc views)
More work
