The brief
Make sure the 15-17 year olds who signed up to NCS in January are excited and ready to turn up to programme come the summer.
How we made positive change
We launched a ‘secret’ Instagram feed with weekly prize drops designed to add value to the on-programme experience. Access to the feed was granted via selfies. To ease concerns about who else would be on programme and create a social norming, these selfies were then uploaded to a digital wall so attendees could see who they’d be meeting on programme.
Impact
147,000
impressions
101,000
video views
2,579
competition entries
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