Our reputation under the spotlight

The Challenge

Our team was approached by BBC Three to help create a documentary investigating the reality behind ‘pester power’ – the targeting of kids through advertising and the subsequent pressuring of parents to buy the product. The documentary aimed to explore three areas – food, fashion and entertainment, focusing on ‘tweenagers’, or young people aged about 11.

Our brief was fashion, and we were handed the task of creating a mythical fashion brand, marketing it to the target audience and generating both peer-group pressure and measurable pester power.

Not only would we have to create and market a fictional brand, we would be doing so whilst being filmed by the BBC.

The Solution

Our research and focus groups gave us insights that led us to the creation of a fake fashion brand we called ‘SO’. We focused on viral media and social networking to generate peer-group interest. We developed mobile phone videos, a campaign website and organized ‘SO’ sponsorship for inter-school football tournaments. We also secured high-profile celebrity endorsement, with the brand being featured on CBBC’s Saturday morning show, Dick ‘n’ Dom in Da Bungalow.

Finally, we helped create a televised fashion show, at the end of which came the revelation – announced by Dick and Dom – that the whole thing had been an experiment.

The Outcome

Research confirmed our success in creating and marketing this fictional brand. The target audience regarded our ‘SO’ brand as being on a par with Nike, GAP, Total 90 and other household names. This meant that the experiment was very real, and the effects of pester power were both clearly demonstrated and eminently measurable.

Which was something of a relief, given that our every thought and action throughout the process was broadcast on national TV.