20 Dec 2023

A month of Mischief, December 2023

Welcome to A Month of Mischief,  a monthly take on the hottest passions gripping the nation, along with the latest Mischief news.

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This month, we’ve got a bumper edition on the cards, as with 2024 almost in sight, it’s time to reflect on what’s been an incredibly busy yet rewarding year.

Here at Mischief, 2023 has seen…

A year of hard, unforgettable and fun work is coming to an end, but there has been no rest for the wicked at Mischief HQ as we carry on into December, launching some fantastic new campaigns and brilliant activations. So check out our usual spotlight on Mischief’s goings-on this month, as well as a round-up of this year’s highlights below.

This Month at Mischief

Three Get Poetic with Carol Ann Duffy

To launch Three’s ‘WeSeeYou’ network – a platform which celebrates women in sport, we commissioned poet laureate Carol Ann Duffy to pen an original poem as an ode to the women who are helping to level the playing field in sport.

Pitching the poem to media alongside hero visuals of Duffy at Stamford Bridge – the home of Chelsea FC where Three are the official mobile network partner – the moving ode to female footballing heroes was celebrated by the likes of The Guardian and BBC, including a front page print feature in the former.Read more here.

Nigella says ‘Ditch the Christmas Cake!’

With a fresh Ocado-exclusive recipe on the table for Christmas – a Winter Wonderland Cake – we worked alongside Nigella herself to craft the ultimate divisive festive narrative. With consumer research revealing the majority of us would much prefer to tuck into chocolate cake than Christmas cake this festive season, all it needed now was for Nigella to announce that Christmas cake’s time had come… and that she did.

We spread the word that Nigella was calling for us all to move on from festive traditions we didn’t enjoy, and following an exclusive interview in The Times, saw a flurry of wide-ranging coverage land across both national and consumer titles from The Guardian and Independent to Virgin Radio and Ladbible!

Read more here.

Slugging in a Winter Wonderland with OGX

It was all about winter hair care with OGX this month as we launched a social-first campaign to help their audience take their winter hair routine to the next level, with simple remedies such as masking, slugging and the all important ‘everything shower’. Alongside OGX brand ambassador and celebrity hair stylist Michael Douglas, we worked with Vogue Williams and Giovanna Fletcher to shine a light on the best ways to hydrate hair in winter using OGX products. We also engaged a handful of lifestyle influencers to produce original content encouraging their followers to try the full OGX experience.

With over 1 million views and 100,000 engagements, the content really resonated with OGX’s target audience – even leading to one of the hero products selling out in under two weeks.

Read more here.

A Year In Highlights

But it’s not only December that’s been full of exciting campaign launches at Mischief, so we’ve pulled together a round-up of our top five 2023 campaigns. In no particular order…

Dominating in this year’s automotive and transport PR awards categories, our campaign with Avanti launched way back in January, as part of a recruitment drive to onboard more female train drivers.

We told the story of Karen Harrison, one of the UK’s first ever female train drivers, and created a giant mural in Euston station. Originally planned to be temporary, word of the campaign spread so far that it was decided the mural would remain a permanent fixture in Euston, and female applicants to the role increased fourfold.

Team GB – Mini Mascots

A fantastic new client for 2023, Team GB’s Mini Mascots campaign got everyone excited for Paris 2024. Our competition to become the next official young Team GB mascot was a huge success, with over 20,000 entrants thanks to nominations from encouraging adults, playing a vital role in building Team GB’s database. Watch this space to see the results announced next year, as Olympic fever gears up a notch.

Ocado X Beano Food Waste Cookbook

A standout success this year was the collaboration between Ocado and iconic children’s comic – Beano. We wanted to shine a light on how Ocado customers could make their food go further whilst tackling waste, and what better way than to join forces with the now-reformed founders of food fights. Our original cookbook featured five playful recipes for families to enjoy together, and led to huge success across both earned media and Ocado and Beano’s owned channels generating £££ in sales.

There’s never a dull moment in the world of LEGO, and one of our favourite launches this year was that of ‘Unstoppable FC’. With a focus on inspiring young girls and helping them to develop their confidence, we worked with Women’s Super League football clubs and footballing icons to host ‘Unstoppable FC’ training sessions. With over 200 attendees and over 100 pieces of coverage, this is a campaign we’re proud to shout about.

And LEGO wasn’t our only campaign this year that tapped into women’s football. Our final highlight couldn’t ignore that the Women’s World Cup was hot on the agenda this summer, but frustratingly, being hosted in Australia posed a big issue for Brits – during the morning games, pubs were closed!

To combat this, we opened ‘The Queen’s Header’ – an East London pub exclusively showing women’s football, and serving breakfast to the flurry of fans keen not to miss out on the electric World Cup atmosphere – even at 8am! Tickets to the breakfast viewings completely sold out and all proceeds from ticket sales, as well as a further £50,000 investment from Just Eat were donated to its Feed the Game fund, which aims to inspire women and girls to get into football.

———

Whittling it down to just a handful of highlights has been a tough job after a fantastic year at Mischief, so we can’t wait to see what 2024 has in store.

All that’s left is to wish you a very happy Christmas and see you in the New Year!

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