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To some viewers, it may have seemed nonsensical to put a highland cow riding a motorcycle in a Virgin Media ad. But the campaign proved popular, and months after its launch, the internet provider went even more left field.
Earlier this year, Virgin Media partnered with creator Cole Anderson James, who is known for his comedic sketches on TikTok. In the middle of a silly skit about two men (both played by Anderson James) who are avoiding each other on the street, a motorcycling highland cow speeds past in the background.
Virgin Media and Anderson James offered viewers who spotted the cow a chance to win concert tickets at The O2 venue in London. The video received nearly 100,000 likes on TikTok.
Speaking at Social Media Week Europe, Morgan Browne, Virgin Media O2’s senior social media and content manager, said the post resulted in high engagement and expanded the brand’s reach on social media.
But asked how his comedy ties in with the brand, Anderson James answered simply: “It doesn’t.”
“The whole skit had nothing to do with the campaign. But that works better because people prefer my content to Virgin Media,” said Anderson James. “They’ll watch it to the end… [which means] the brand benefits amazingly.”
Anderson James’ admission that he did his own thing may not sit comfortably with brand social media managers. But Nicky Palamarczuk, head of social and influence at VCCP, Virgin Media O2’s agency, challenged marketers who want to control creators’ output to meet their brand objectives.
“I think creators should be on every single brief that we get,” she said. “They’re a brilliant way to activate an idea and tap into a very engaged audience.”