Starting in September 2018 up to July 2019, we researched, produced and delivered one video a month to support the campaign, together with an Instagram-friendly photo-series. Each Choose Community shoot is intimate: we limit our crew to make sure no one feels self-conscious to speak on the camera. We’re there to listen, not create our own narrative. The campaign has been massively successful, over-delivering on all benchmarks and helping position giffgaff as a community-first brand. All videos ran as a YouTube pre-roll ad, and each has surpassed YouTube’s own VTR & CVTR benchmarks.