Top 10 customer engagement campaigns of 2017

Top 10 customer engagement campaigns of 2017

Pride in London, Canon and British Airways topped Campaign's list of the top 10 customer engagement campaigns this year.


Pride in London ‘Love happens here’

Pride in London highlighted stories of love in London, drawn from the LGBT+ community and shared via an interactive map. At its peak #Lovehappenshere was used three times per second; Pride in London hit more than 670 million unique impressions.

Agency WCRS

Creative Ross Neil


Canon ‘Live for the story’

Canon wanted to engage a generation that had found it irrelevant. It launched an influencer-led push with model and actress Zoë Kravitz, urging people to share their stories of summer on Instagram under "#liveforthestory" for the chance to "chase summer" for a year.

Agency VCCP

Creative Darren Bailes


British Airways ‘Safety video’

British Airways and Comic Relief created a partnership under the umbrella of "Flying start". To drive donations and flag up the tie, it created a light-hearted, star-studded safety video, seen daily by 55,000 people on BA planes. 

Agency Bartle Bogle Hegarty

Creative Paul Silburn


The Economist ‘Election campaign’

The Economist reacted swiftly to this year’s snap general election offering every person in the UK a free copy of the magazine. It used a range of media, from Snapchat to outdoor, to adapt its message. 

Agency Proximity

Creatives Jason Cascarina, John Treacy


Adidas ‘Glitch’

To promote Adidas’ Glitch boot, Possible and Iris created an invitation-only ecommerce app as the only route to purchase. The app was downloaded more than 60,000 times in six months. 

Agencies Iris, Possible

Creatives Iain Robson (Iris); Pablo Marques, Wojciech Zalot (Possible)


Voxi ‘Voxi x artists’

To engage its prospective audience with its youth brand Voxi, Vodafone offered its first 10,000 customers the opportunity to design their own smartphone case, or pick a design created by one of three artists. 

Agency TMW Unlimited

Creatives Kate Craggs, Tom Harman, Rob Lloyd, Nick Raven


Sky Bet ‘#AgonyOrEcstasy’

To build awareness of football’s Sky Bet Championship play-offs, Social Chain created fan videos on Facebook and content on Twitter. It also launched a series of Instagram Stories on Sporf celebrating the games’ most agonising and ecstatic moments. 

Agency Social Chain

Creative William Brazier 


Virgin Red ‘Keys to the Kasbah’

To prove loyalty rewards are not dull, Lida transformed the Virgin rewards app into a daily escape. The work ran across digital channels, inviting users to undertake "secret agent" missions to win a getaway to Morocco’s Kasbah Tamadot.

Agency Lida

Creatives Michael Jason-Hobbs, Tori Winn


PG Tips ‘Morning moods’ 

PG Tips wanted to drive purchase of its black tea portfolio. To join online conversations and liken moods to different teas, it partnered Giphy to create a range of shareable gifs, all starring its Monkey brand character.

Agency AnalogFolk

Creatives Matt Mitchell, Dan Noller, Matt Seccombe


The Sunday Times ‘Rich List’

Those on this year’s Sunday Times "Rich List" managed, in the main, to ride out what was a tumultuous year. To illustrate this, a digital campaign by Wunderman depicted them riding rodeo bulls.

Agency Wunderman

Creatives Alex Horlock and Preeti Moseman


Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free