Kenco x The Longest Morning
To promote the new partnership between Kenco and Parkrun and bring "uplifting moments" to people across the UK, we crafted a paid social creator-led campaign that drove real brand impact.
We brought an uplifting moment to people across the UK on the longest day of the year!
To bring Kenco's new "Uplifting Moments” brand positioning to life, the brand agreed a multi-year partnership with Parkrun, looking to weave itself into the fabric of UK runners and morning lovers' weekend routines.
To amplify the first year of this important brand partnership and new band creative platform Wilderness, in conjunction with Havas Media, were tasked with bringing the partnership to life on social.
We created "The Longest Morning" a campaign to celebrate the start of the weekend and the changing of the seasons in the UK, giving an uplifting reason for everyone to start their weekend the right way.
Working with 6x UK running creators we flooded people’s FYP and Instagram feeds on the morning of Saturday 21st June - the longest day in the UK.
Blitzing social across a short 24-hour period with creator posting organically, supported by a strategically driven paid media spend and key media placement across TikTok's TopFeed feature meant that Saturday 21st June became synonymous with The Longest Morning and Kenco as people throughout the UK went for a Parkrun.
Building around this, we worked with 2 lifestyle creators in the week leading up to The Longest Morning, and 2 lifestyle creators in the week proceeding to allow Kenco to utilise evergreen content that could be utilised for a longer time period.
Despite the brand not having an organic social presence of their own, Kenco wanted to grow awareness of the brand amongst a younger audience (18–34-year-olds), and these creators allowed the brand not only to have a voice on social but to own a moment with their uplifting message.
