How do you get influencer-obsessed teens to engage? By getting the influencers to tell them to switch off.
NCS is a three-week programme for teenagers across the UK that takes place in the summer after their GCSEs. In those three weeks, they build confidence, life skills and are better prepared to take their next step in life. For the 2018 campaign, we launched NCS’s first influencer campaign. Supporting the ATL, Change Your Summer campaign. it started with a series of disruptive pre-rolls using a group of carefully selected influencers. The pre-rolls looked like they were going to be another weekly video from their favourite YT star, but then, a switch of camera angles and the influencer changed tack and said": “Are you going to spend your summer watching me? Or are you going to get out there and change your summer.”
This was supported by school snapcodes, snap filters, memes and more encouraging teens to flood their channels with branded UGC. The result was over 100,000 sign ups. And a number of awards, including Best Use of YouTube for Good, Effectiveness Award Winner of Best Influencer Campaign at the UK Content Awards
UNSTOPPABLE TOGETHER
For the 2019 campaign, we worked with an almighty cohort of influencers, and challenged them to get out of their comfort zone. The result was a colab video and individual influencers going out there and embracing discomfort.
We also created #NCSimin, a campaign to encourage young people who have signed up to NCS to shout about it. In the first two weeks of being live, the campaign received over 120,000 impressions on Facebook and Twitter. Over 1500 selfies were uploaded to profiles with the hashtag #NCSimin with in the first week.
