Virgin Trains came to us with a problem. They had revitalised their on-board food and drink retail offering to compete against Pret, Leon, Starbucks, etc. but it wasn’t selling.
Simply put, they hadn’t found a way to engage people with the new range.
We noticed something - all the competitors were using influencers to promote their food.
But public opinion was turning against influencers.
So we bucked the trend and came up with the #Unfluencers strategy instead.
And, It worked.
We bucked the trend of influencer marketing in a playful way and did what you’re supposed to do on social – entertain the socks off people instead of over-hyping the product.
Not only did this generate a ton of engagement and brand love for Virgin Trains, but it also helped to get food and drink sales back on track. Delicious. : p