Sky TV: I Hate Suzie
Multi Award-winning influencer campaign, including 'Best Influencer Campaign' at the UK Social Media Awards.
Service: Influencer
The brief
For the launch of Sky Original comedy drama 'I Hate Suzie', Sky needed a campaign that could reach ABC1 female Sky customers aged 25 to 34 and reflect the show's exploration of bullying, public defamation, gender identity, self-acceptance and personal growth.
What we did
33Seconds created an interview format for YouTube in which Leila Farzad — who plays Suzie's manager in the show — spoke with four Instagram influencers, each selected for real-life stories they had previously shared on social media. The interviews used those personal stories to explore the same serious themes running through the comedy drama, in deliberate contrast to the show's tone. The influencers then promoted the campaign across their own accounts, driving traffic back to the YouTube content.
The result
The 'I Hate Suzie' campaign won 'Best Social Influencer Campaign' at the UK Social Media Awards, 'Most Effective Influencer Campaign' at the Global Social Media Awards, and 'Best Influencer Campaign' at the European Content Awards.