Social Engagement: Connecting with Your Audience

The Challenge

Buyagift, a leading gift experience retailer, needed a way to create engaging content for their growing social media platforms. Using vox pops, they wanted to connect with their audiences on TikTok and Instagram in a playful way.

Ahead of Father’s Day, the team asked us to produce a series of short-form fun and relatable videos that would resonate with their followers and spark conversation online. They also wanted to use the shoot day to speak to the public about birthdays; content that they can recycle throughout the year.

Vox pops provide great content for socials. They are short, snappy interviews with members of the public, designed to capture humour, heart and high engagement.

The Approach

To help Buyagift increase engagement, we kicked things off with planning sessions to align on the tone, target audience and message. From the start, they were an absolute joy to collaborate with – open, creative, and happy to hand over the reins when it came to bringing the concept to life. We wanted them to feel confident with using us to provide high quality social videos that would boost their engagement on socials.

One of the key creative decisions was to include an on-screen presenter, which helped us elevate the content. This allowed for natural interactions and helped us steer conversations while keeping them spontaneous and entertaining.

To ensure we captured a diverse range of voices, we pre-recruited half of our respondents, while keeping the questions a surprise for authenticity. We pre-recruit to ensure that we can speak with the ideal people for the videos. On shoot day, you can never expect who is around, so this adds a level of security to prevent any reshoots.

Together with the client, we developed a playful discussion guide packed with questions designed to boost engagement of the videos. Finally, we packed it with cheeky, and heartfelt prompts, all designed to get people to talk about their dads and gift-giving habits.