Unlimited memes

EE were announcing unlimited data was now standard on all their plans. They wanted a couple of posts, but this new news seemed too big for that.

So I led the creative strategy to make a more industry-shifting splash. That strategy? Unlimited memes, obv. This established a content system capable of continuous, rapid-fire execution, tapping into both classic memes and trending culture. When our colleagues and clients started sending us their own, we knew it was working.

We posted them over a few weeks to build the cultural moment, and made creative use of Instagram's sliders, polls and stickers to push engagement up to the max.

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Beyond the hundreds of core assets, we integrated high-impact creator collaborations to validate the cultural moment. Destruction-mad @realcolinfurze absolutely ended the 'data limit reached' text. Comedian and TikTok creator @tommysolemn did his best to explain data limits to future generations, who just didn't understand.... 'data whats'?

Bring back data limits. Said no one ever.

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Results.

The campaign was a success, with link clicks up compared with other EE content. Stickers on stories had high engagement, and a high percentage of viewers swiped through to the final frames of carousels.

Co-creation process.

We wrote the initial film concepts to make sure we were hitting all of EE's notes, and got the clients on board. From there, we collaborated on the final scripts with content creators to make sure the films were authentic to them, maximising our impact with their audience. Below are a couple of screenshots from the original concept decks.