People Just Do Nothing is a BAFTA winning BBC 2 ‘mockumentary’-style comedy series that follows the fortunes of the fictional Kurupt FM, a pirate radio station based in Brentford, West London.
We took on the client in June 2018 in the build up to the final ‘People Just Do Nothing’ series and Kurupt FM live tour.
The campaign brief was to grow Kurupt FM social media channels, whilst establishing a balance between ‘People Just Do Nothing’ and Kurupt FM brands, educating the audience on the two brands’ stories and their connections and differences. This connection needed to be clearly defined across all channels, which included Facebook, Instagram and Twitter.
In order to clearly define the two brands, we worked to carefully balance the page’s content between ‘People Just Do Nothing’ and Kurupt FM, using content that conveyed both the brands’ messaging and the characters’ personalities.
We found the best way to do this and engage with the audience was through sharing more video footage taken from the series, which we used for reaction posts to popular culture moments. Being able to tap into trending subjects in this way was essential, as it allowed us to keep ‘People Just Do Nothing’ constantly relevant in an amusing and on-brand way. We updated the pages with fresh content every week to keep both the current and new fanbase engaged.
Within 6 months we had seen a 30% increase in followers across all channels, as well as a 35% increase in engagement. This increase in engagement was largely down to our video content, which gained over 3.5million views across Kurupt FM’s socials, with our Instagram Stories proving particularly popular, being viewed over 600k times.
INCREASE IN FOLLOWERS ACROSS ALL CHANNELS
INCREASE IN ENGAGEMENT
VIEWS OF VIDEO CONTENT
INSTAGRAM STORIES VIEWS