Creators Drove Footfall & Buzz for The O2 Outlet
Background
Objectives
UK-based families, couples, tourists, and day-trippers within a 2-hour travel radius, especially parents with kids 6+, seeking value and entertainment in one destination.
Raise awareness of The O2’s outlet shopping, dining, and entertainment through creator-led, seasonal, and boosted social content with high engagement and cultural relevance.
Goals
Raise awareness of The O2 Outlet
Showcase full “Shop, Dine, Play” day
Drive scalable clicks via paid media
87.9k
@mr.islah
Comedian and filmmaker. Brought energy and relatability with New Year content that exceeded CTR benchmarks.
Interests
🎬 Comedy sketches
🧠 Mental wellbeing
📱 Relatable content
🎥 Creative storytelling
Audience engagement through humor
Strong cultural relevance
Creative adaptability
51.4k
@ladywhobrunches
Lifestyle micro-influencer with a refined, culturally relevant aesthetic and high audience trust; created standout Lunar New Year content.
Interests
📱 Aesthetic lifestyle
🍛 Food, culture
🗺️ Day out guides
📹 Niche content
Excellent cultural alignment
Great saves and share metrics
Natural brand fit
115k
@iamtylersaunders
Family-focused creator producing fun and wholesome content that spotlights parenting, family days out, and school holiday activities.
Interests
📱 Inclusive lifestyle
🏋️ Adaptive fitness
🎙️ Motivational speaking
🧑🧑🧒🧒 Parenting adventures
Represents diverse UK families
Delivers values-led storytelling
Aligns with inclusive campaign aims
88k
@rachelrrae_
Lifestyle and fashion creator known for clean, elevated content that champions accessible luxury, style inspiration, and seasonal occasion edits.
Interests
🧥 Neutral fashion
🌸 Seasonal style
👗 High-street finds
📱 Luxury aesthetics
Great VIP message alignment
Elevated visual content style
Engages retail-savvy shoppers
46.7k
@lifeofabusymother
Fashion and lifestyle influencer blending style, culture, and everyday luxury, well-suited for celebratory content around Mother’s Day.
Interests
🥻 Modest fashion
💐 Cultural celebration
🧑🧑🧒🧒 Family-friendly
🛍️ Styling
Content fit Mother's Day brief
Good saves and click balance
Delivered to a broad demographic
618k
@rafay247
Comedy and lifestyle creator delivering fast-paced, witty skits and trend-led TikToks that resonate with Gen Z and UK-based South Asian audiences.
Interests
📱 Cultural skits
🎬 Public stunts
🎧 Viral audio
Engages UK South Asian viewers
Eid content aligned with O2 brief
Strong impressions and shares
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1.97M Combined
@annavakili_ @mandi_vakili
Sisters, influencers, and podcast hosts known for glamorous, culturally rich content. Their collaborative storytelling resonates with a diverse UK audience.
Interests
🎙 Podcasting
👗 Fashion
✈️ Travel
🎥 Lifestyle
High-impact reach & visibility
Cultural credibility with UK Gen Z & Millennials
Audience alignment with O2 shoppers
Strategy
Meet our Influencers
Content was delivered across Reels, TikToks, Shorts, and Stories. Themes included Mother’s Day, Eid, and Lunar New Year. Anna & Mandi’s high-polish content anchored the paid strategy.
8 creators delivered 2.67M impressions and 6.5K+ clicks. Connie, Rachel, Islah led in ER. Paid and organic content balanced visibility, relevance, and click-through success.
🎉 Tie content to cultural moments
👥 Use niche + reach creators
📈 Shift boosts from ER to reach
✨ Visual polish for paid assets
🗣️ Creator freedom boosts trust
Research Insights
Results
Campaign Results
Research statistics
Impressions
2.67M
From 8 creators across formats
Reach
2.15M
High reach via paid and organic mix
Clicks
17.3K+
Driven by high-polish and cultural content
Engagements
73K+
Strong performance across all platforms
Impressions
2.67M
From 8 creators across formats
Reach
2.15M
High reach via paid and organic mix
Clicks
17.3K+
Driven by high-polish and cultural content
Impressions
2.67M
From 8 creators across formats
Fabulous day at the O2. I had no idea how much there was!
Ooo what a great day out!! ♥️
Reach
2.15M
High reach via paid and organic mix
Fabulous day at the O2. I had no idea how much there was!
Clicks
17.3K+
Driven by high-polish and cultural content
Engagements
73K+
Strong performance across all platforms
Impressions
2.67M
From 8 creators across formats
Reach
2.15M
High reach via paid and organic mix
Ooo what a great day out!! ♥️
Impressions
2.67M
From 8 creators across formats
Reach
2.15M
High reach via paid and organic mix
Clicks
17.3K+
Driven by high-polish and cultural content
Impressions
2.67M
From 8 creators across formats
Fabulous day at the O2. I had no idea how much there was!
Ooo what a great day out!! ♥️
Reach
2.15M
High reach via paid and organic mix
"Working with Pepper on our Outlet Shopping campaign at The O2 was a very positive experience. I was highly satisfied with the overall results and felt the team delivered good value for our investment. The post-campaign analysis stood out in particular - it offered strong insights and clear, actionable recommendations that will inform our future marketing efforts. Overall, communication throughout the campaign was consistent and supportive. I would absolutely consider working with Pepper again and feel confident recommending their services to others."
Key Learnings
Niche creators convert
Connie’s cultural relevance outpaced macro names in engagement and clicks.
Polished content performs
Anna & Mandi’s assets drove 10K+ clicks and 1.1M+ reach via paid media.
Seasonal moments matter
Tapping into Lunar New Year and Eid boosted authenticity and impact.
Balance CTAs with story
Heavy-handed messaging in some videos limited viewer retention and feel.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Fabulous day at the O2. I had no idea how much there was!
Ooo what a great day out!! ♥️