Unlimited memes.

EE wanted a couple of posts to announce that all their plans now came with unlimited data. But this news seemed much bigger than a couple of posts.

So I led the creative to make a bigger splash. The plan? Unlimited memes, obv. We tapped into classic memes and newer trends – and we knew it was working when our clients started sending us their own.

We established a content system capable of continuous, rapid-fire execution, and posted hundreds of memes over a few weeks to build the moment. We made creative use of Instagram's sliders, polls and stickers to push engagement up to the max, and worked with creators to tell the story in video.

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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.