To get young people excited we seeded a call-to-arms video featuring Rizzle Kicks asking for help making their new music video. We used a mixture of blogger outreach, search and seeding and even broadcasted the video on stage-side screens at summer music festivals. Making the most of a tight budget, and leveraging the pop duo’s social media channels, we secured a week-long Rizzle Kicks take-over on music video site Vevo, created advertorial coverage across cult youth platform Vice and produced an ad-funded programme about the GoThinkBig video shoot on music TV stations. O2 and GoThinkBig branding even made it into the final cut of the video: a money-can’t buy placement. We generated further earned media exposure by getting applicants to produce their own content so we could judge their passion and created content in real time, amplified by social media exposure, enabling people to gain access to skills “virtually”.

Generating more than 4.5m views of all GoThinkBig’s branded content, we made O2’s CSR platform truly famous amongst our target of 16-34s. We drove over 150,000 site visits during the campaign, which was more than the website gained in over six months previously. Engagement with GoThinkBig has significant commercial benefits including a 21% increase in top-box consideration for O2 and a staggering 100% increase in positive perception of the brand against the statement “O2 supports young people”. UK Prime Minister David Cameron has since spoken about Go Think Big being a great example of the private sector addressing Britain’s problems.