Mimi on a Mission: Digital Detox - Social Media Campaign

I'm really proud to have led the social campaign for Mimi on a Mission: Digital Detox, a BBC programme for young adults on the pros and cons of social media. Camped out in the woods with their phones in a locked box, each episode of the programme saw influencer and presenter Mimi Missfit and a bunch of teens joined by a famous face to do outdoor activities, chat about mental health and see if they could survive in a world without phones! With no paid media budget at our disposal and limited resource, I was tasked with driving awareness of the programme with an organic social strategy, leveraging the brilliant influencers involved in the programme. I produced six social assets for the campaign, which generated a total of more than two million views and 26,500 engagements.