Anthony Joshua keeps it real. Or does he? In the build up to the Dillian Whyte fight his perceived authenticity was the subject of rampant debate on social channels and beyond. Our content took aim at this emerging conversation.

We wanted to build a film that showed the true Anthony in a provocative way, allowing his boxing to do the talking and setting tongues wagging across the twittersphere in the process.

We embraced a modest budget to craft a film that felt gritty and true to UK life. We wanted to shine a light on Anthony’s no-frills lifestyle as well as his relentless and supreme devotion to his sport. To do this we combined clear, assertive messaging (delivered by Anthony) a driving soundtrack (chosen in collaboration with Anthony) and an intensely physical performance from the man himself. We knew this approach would create a wholly authentic piece that would spark passionate conversation among his fans and haters alike.

In a sport that thrives on hype, #NoHype is the story of a man who walks his own path.

Our film was released by Anthony himself on social media and was followed by a suite of assets launched on key dates in his boxing calendar. This approach was engineered to build momentum as Anthony headed towards the biggest fight of his life.

In less than 48 hours, the film gained huge traction with 1.87 million views, 36,000 likes and over 8,600 retweets and shares. All of this with virtually no paid media. StubHub’s social cost per view for video content was £0.05.

The video generated significant media coverage and reach, with 25 articles including an exclusive for Telegraph Men, along with the Daily Mirror and Evening Standard. Additional plenty of consumer, sports lifestyle and boxing websites covered the #NoHype campaign.

The campaign and its success also caused the StubHub CE to give a directive to all markets to follow the strategy as best in class approach to engaging with comsumers on social and owned channels.

In April 2016, Stubhub will unveil the next story in Anthony Joshua’s quest to become the heavyweight champion of the world.