Client: Sky
Project: Launch of ‘I Hate Suzie’

The Sky Original comedy drama ‘I hate Suzie’ became a hit with audiences partly due to its bold exploration of topical issues, including sexual harassment, bullying, public defamation, gender identity, self-acceptance and personal growth. To raise awareness and drive engagement for the show, we were briefed to create a YouTube series focusing on the ‘eight stages of trauma’ Billie Piper’s character Suzie experiences following the leak of a private video. 

The target audience were fans of Piper and ABC1 female Sky customers aged 25 to 34 - a demographic whose primary social platform is instagram. Therefore, we decided on an interview format for the YouTube series, where the host, Leila Farzad (the actor who plays Suzie’s manager and best friend) speaks to four different instagram influencers, selected based on their real life stories which they had previously shared via social media. As a juxtaposition of the comedy drama, these interviews focused on the deep, serious issues and emotions depicted in the show via the experiences of each influencer, who were then able to promote the campaign across their accounts and drive traffic back to the YouTube content.   

Awards

• Winners of Best Social Influencer Campaign at the UK Social Media Awards

• Winners of Most Effective Influencer Campaign at the Global Social Media Awards

• Winners of Best Influencer Campaign at the European Content Awards