THE BRIEF

Engage cultural leaders to drive brand awareness and momentum in the absence of brand owned social channels. 

THE STRATEGY

Traditional seeding programmes fail as they are one-directional. For the Maggie Hotline, we changed the way seeding works. Talent had to apply to join the Maggie Hotline, a dark social hotline run through Whatsapp that only true lovers of Maggie can access, creating digital scarcity that drove advocacy.

THE SOLUTION

An always-on advocacy programme run through a private “hotline” with 80 high profile UK artists and cultural gatekeepers (with a combined following of over 7m on socials). Watch this space for the results of 2021 – it’s bigger, better and badder than last year. 

THE STATS

80 artists signed up            
7M social following
82% organic posting rates (no prompt)
172 organic posts 
2420 bottles in 2020

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