Sharing real couples’ first date experiences during Channel 4’s First Dates to help increase purchase intent by 50%.
First Dates and Forever Dates
Maltesers asked us how we could use content innovation to help build the brand’s positioning of ‘Looking on the Light Side’.
We wanted to tap into key moments that mattered to the audience, so we made Maltesers part of the popular conversation through a partnership with the much-loved Channel 4 show First Dates.
We worked with the producers of the programme to create a series of ‘lighter moments’, featuring a diverse mix of real couples sharing their dating stories, that could sit alongside the content of the show and feel very much like part of the channel and programming environment.
Supported by influencer talent posts and content across the brand’s social channels, the activity drove an increase in purchase intent by a whopping 50%.