THE GOAL
The brief was to find and work with a content creator who would appeal to a socially engaged audience in Ladbrokes’ humorous style and so we engaged Alex Haddon of ‘The People Watching Show’ as a racing ambassador throughout the winter season. Alex created a content series for Ladbrokes, where he applied comedic voiceovers to racehorses, horseracing spectators and trainers.
THE RESULTS
Alex created a total of five collaborative social posts
His social posts delivered a reach of 1.1m views, 418 comments and 46k likes
Alex was interviewed by Kempton Racecourse TV and this was broadcast to an audience of 20,000 racegoers
The work featured as PR Week’s ‘Campaign of the Week’
THE TACTICS
We tasked Alex with creating a total of five pieces of content to support Ladbrokes throughout the winter season.
He visited renowned racehorse trainer Dan Skelton’s yard and created his first People Watching Show post, creating humorous content while filming stable staff, racehorses and Dan too.
Wearing matching Christmas jumpers we filmed a Match The Song piece of content with Dan and Alex.
We took Alex to the highlight of the winter jumps season, the King George Chase, where he filmed spectators, famous guests and the racing to create a third People Watching Show edit and he also created an alternative Match The Song edit too.
On all of these posts he collaborated with Ladbrokes’ own social channels for maximum exposure.