VIRGIN TRAINS
#UNFLUENCERS
Writer & Director
Promote the tasty train food offerings through a social-first campaign featuring influencers.
THE WORK
When the budget couldn't accommodate celebrity endorsements, we turned to lookalikes. Yes, Nige instead of Nigella Lawson. Surely customers wouldn't notice?!
The results were delicious, with 4 million video views and a 97% positive sentiment around the campaign (Remember, this is a train company). For the first time, Virgin Trains achieved its retail sales targets for food and beverages.
The results were delicious, with 4 million video views and a 97% positive sentiment around the campaign (Remember, this is a train company). For the first time, Virgin Trains achieved its retail sales targets for food and beverages.
First, we set up the premise in our launch film
Then, we showcased each new food offering with a bespoke “celebrity” endorsement in a social series