PR
TALENT MANAGEMENT
RESEARCH
PHOTOGRAPHY
Beavertown challenged us to drive awareness of their ongoing partnership with CALM, Campaign Against Living Miserably. They were launching ‘Tell a mate why you love them’ which was a campaign designed to encourage men across the UK to open up to their friends. They wanted to position Beavertown as a brand who encourages men to be open and honest with their feelings. Around Valentine’s Day, there’s often a lot of focus on romantic love, but they wanted to spotlight another kind of connection that matters just as much: the love between mates.
Our research showed us that men across the UK aren’t opening up to their mates, telling them they love them or showing how they truly feel, despite the majority of me saying that their mates are some of the most important people in their lives. Most admit that they do love their mates but don’t know how to say it, fear what would happen if they do, and don’t feel there is ever the right time.
Our solution was to empower Beavertown fans to open up to their mates this Valentine's Day and show that friendship love is just as important as romantic love. To do this, we recruited campaign front men and real life friends, Ex England rugby player, Joe Marler and Capital radio DJ, Chris Stark to lead by example. Joe declares his love for Chris with a giant banner in Hackney Wick for all to see.
We also worked with 4 case studies up and down the UK to also declare their love to show UK men that opening up and telling your mates you love them, doesn’t have to be as scary as it seems. From Joe and Chris’s giant banner to Adam and Ciaran’s 4ft letters in the Glasgow countryside, we wanted to show that those simple 3 words can truly make a difference.
We launched the experience with a news story and high impact images of all the reveals, led by images of Joe and Chris’s banner. We also worked with Strongwatch studios to create bespoke social videos of each reveal moment which were posted across Beavertown’s social channels. The research showed that over two thirds of men have never said ‘I love you’ to a mate despite 80% saying they are some of the most important people in their lives.
The partnership hit the headlines over the Valentine’s Day week generating 215 pieces of coverage reaching an estimated 1.33 million views with a total audience reach of over 3 million. The social content videos featuring the reveals also delivered over 3 million views combined.
