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​Pro tip: make viral content by offering a holiday to California (in Norfolk). 

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The story: Dacia is a value car, with a challenger attitude.

 

You might recognise it as James May's favourite car to discuss on Top Gear.

 

Or, you might've been one of the 5.8million views, 12.6M impressions, or 65.1K interactions?

 

Whatever the case, "Fill Your Boots" was a three-part social content series featuring comedian Alice Levine that used classic British TV tropes (Taskmaster meets Bake Off) to challenge three of the UK's top explorers to a series of adventurous tests. All while showing off the new Dacia Jogger (a larger than life car, with larger than life boot space).

 

Interestingly, this campaign was supported by a competition that featured an eye-catching prize and a clever entry mechanic.

To enter, people had to answer a question with the solution hidden deep within the content.

It gained 22K entries (21K above the client's target) and boosted their social following by 15%.