This viral was released to coincide with the 2014 European Elections. Nigel Farage, who features in the video, is a well known Euro-sceptic MP, and was expected to win a lot of seats with his anti-European rhetoric. With a cheeky re-edit of existing footage, lastminute.com (who sell European holidays) made him into Europe’s no.1 fan.

We kept things very simple, uploading the video to the lastminute.com YouTube channel and using that url for our PR efforts.

In terms of digital media support we promoted the video in one Facebook post (FB embedded video), two Twitter posts (linking to the film on YouTube) and put £5,000 behind online video seeding (again, directing to the YouTube film).

PR: We achieved 16 pieces of PR coverage, 8 of which were national including The Guardian, The Mirror and the Huffington Post. Reach through online coverage totaled over 410 million.

Social: We achieved a reach of over 1.2m across Facebook and Twitter and in the week of the activity lifted our Social share of voice by 4.5% points, going from 2.5% in the previous week up to 7% during the activity. 99% of the sentiment around the campaign was positive or neutral.