ITV Birthday Draw Launch campaign

ITV & Globals brand new prize draw social launch, designed to disrupt the category. Setting up a social-first campaign from the ground up across all major platforms, combining influencer-led content, paid and organic strategy, with hands-on community management.

Our strategy centred on “personalised luck”, reimagining how people enter and experience a draw and moving beyond the outdated giant-cheque trope associated with brands like The National Lottery, Omaze and People's Postcode Lottery.

Instead, tapping into the weird, wonderful and deeply human expressions of luck and what people would really do if their luck came in.