Our second campaign with Which?  focused on partnering with nationally recognizable yet relatable faces. It was crucial that all creators had an audience that aligned with Which?'s target demographic of UK-based individuals aged 35 and older. In addition to possessing the "Which? Mindset," we identified creators who could execute content in a way that was both authentic and engaging, ensuring the secondary goal of driving shareability and sparking conversations was achieved.

We briefed creators to produce 1 Reel, a series of Instagram Stories, and content that could be edited by Digital Voices’ in-house videographer and Paid Social team for Creator Paid Ads on Meta.