Joemance x Sky – When we reunited Joe Marler and Joe Wilkinson for the first time since The Traitors….

Idea:

Taylor Herring playfully leveraged the beginning stages of a relationship, but with a twist, partnering with culturally relevant talent who were famed for their friendship to spotlight the roles mobiles play in our relationships.

Execution:

The campaign jumped on the nations love for faithful’s Joe Marler and Joe Wilkinson, by reuniting them for the first time since their ‘Joemance’ was formed to show how they keep connected outside of the Traitors castle.

Phase one of our campaign saw the launch of a rom-com style film which showed the pairs unwavering dedication to their friendship. From late night phone calls, to constant texting and wondering what each other is up to, the content playfully highlighted the way phones enhance our connections with each other.

The video was shared on talent socials and with media and was supported with research revealing the ways Brits show affection via their mobiles to further amplify brand messaging and create additional news hooks.

Phase two saw the duo lean fully into their bromance, posting a series of ’90s‑style photoshoot images to their social channels. By tapping into an existing social trend, the content fuelled further conversation and humour, underlining just how much the pair ‘love’ each other.

The campaign successfully met the brief securing 89 pieces of coverage and a total watch time of over 118 days on social channels with a combined reach of 130M+.

Results:

89 pieces of media coverage for the campaign with highlights including: Metro, The Sun, Daily Mirror, Daily Star, Joe.co.uk

2.6M impressions/plays of the assets with 172.8K engagements. The posts sparked conversation with comedian Nick Mohammed, Tom Gilby Wine and meme page iamthirtyaf getting involved in the comments section.