Insight: Come rain or shine, British people feel the need to enjoy and make the most of summer.
Strategy: Dobbies want to encourage peoples summer garden antics.
Strategy: Dobbies want to encourage peoples summer garden antics.
Proposition: Seize the summer
When summer rolls around, everyone posts about their holidays abroad but we want to show Brits’ that they can have just as much fun in their own back gardens.
By using clever targeted content on Instagram.
We detected posts on the app that show photos of classic ‘holiday’ things e.g. swimming pools, palm trees, eating outside and then use that to target our own ads.
In the UK, most people use smart devices to check the weather—classic.
During summer, we sponsored responses to
“What’s the weather like today?” with reminders to make the most of it, plus Dobbies discounts on summer essentials.
