kashi somers
Thinking of beautiful & meaningful things, and doing them
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VICE Co-Branded Platform - UPSIDERS
Partnering with Vodafone, we were briefed with finding a way to connect with audiences through content and harness the power of one of the biggest Telco’s - Vodafone.
In response we delivered a strategy and creative platform - owning the culture of Side Hustling. Not only did I concept and create a series discovering the players in this side gig culture, but created a legacy term for the client to use.
The #Upsiders platform gave 4 months, 10 Influencers, 52 Social Vids, 19 Native Articles, 90 Minutes of Original Content and programming across Publisher sites, TV, all social networks, events and partnerships. Millions and millions of people saw content and campaign pieces giving great results from creating an ownable area of culture.
This campaign gave Vodafone a 24% increase in Brand Preference for the audience (14-24yo') and a 25% Competitor decrease across the market.
