PARTNERSHIP
Three
Always-on, comedy-led content making Three culturally relevant to the new generation
results
70.5M+
70.7M+
total views
total engagements
£0.008
cost per engagement
Platforms:
Instagram. TikTok.
Countries:
UK.
brief
In a category dominated by legacy players, Three and UOR partnered to develop a social-first strategy to build cultural relevance and cut through with younger, digitally-native audiences.
our approach
Approach - We answered a wide variety of briefs to create a steady stream of marketing moments, rather than relying on a handful of big pushes - keeping Three consistently present and culturally relevant throughout the year.
Creative - We took a comedy-led approach to content, using humour to cut through the noise and make Three feel more human, relatable and shareable to younger audiences.
Talent - We used top-tier talent for major campaign moments to drive reach and cultural impact, paired with culturally relevant, well-loved creators for consistent, always-on activations that kept the brand embedded in everyday conversation.
Community - By blending big-name moments such as Joe Marler, Maisie Adams and Susie Ruffel, with familiar, trusted creator voices, we built content that felt native to the platforms it lived on - helping Three connect authentically with digitally-native audiences rather than feeling like a legacy telecoms brand.
Scale - We rolled this out consistently across formats and creator tiers, balancing high-impact moments with everyday relevance to build sustained cultural relevance over time.