Key Insight

Gen-Z don’t listen to brands, are chronically online and more indoorsy. However, they do listen to their favourite influencers, and respond to content that is more fun.

We wanted to shift the brand away from a traditional marketing funnel, so we gamified the outdoors; using influencers to inspire a new audience to take a break from their devices.

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OS says Get Outside. Gen-Z says Touch Grass.

Touch Grass | a figurative expression to suggest that someone should spend time outdoors, disconnect from technology, and engage with the physical world, specifically by being in nature or getting fresh air.

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Our Solution

We turned to YouTube & long-form content! Our ‘Touch Grass’ YouTube Series, paired 3 TikTok creators with 3 OS Experts in a race to the finish line, competing in a series of gruelling challenges with hilarious results! This was implemented through-the-line with OS Shop Collections from the influencers, and e-commerce content linking products within the content to the shop.

Our Social-first Campaign Exceeded Expectations:

• 3.52 million post reach 
• 4.71% engagement rate 
• 7,108 new followers 
• 1.8m in earned reach achieved in the fortnight after event 

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Further Amplification

Following the commercial success of our new strategy and creative, we were allocated an additional budget to keep campaign momentum beyond the content series. We created a giant livestream treasure hunt, pitching our core audience’s map knowledge against the digital savvy younger generation!

The aim of the game was to find secret Trig Pillars (Ordnance Survey concrete navigation blocks) by following cryptic clues. The stream was hosted across Meta, TikTok and Twitch and hosted by Gen-Z influencer Max Khadar.

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The Results

The campaign exploded across meta & TikTok

• 1.1m post reach and 4.14% engagement rate
• Total live viewers: 62.3k
• 3/4 winners bang on target audience (new to OS/Gen Z)

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