EE (in partnership with Internet Matters) launched 'The P.H.O.N.E. Chat' - a resource created to help parents start a conversation with teens about getting their first phone.
The brief: Amplify 'The P.H.O.N.E. Chat'
The Idea:
An organic influencer campaign that utilised a trend called “Wednesday Waffle” - a cosy midweek ritual that it's about casually catching up with your close friends or family.
We partnered with 11 Parent influencers to talk about The P.H.O.N.E Chat using this warm and candid format. The content was honest, unscripted and had different views from parents with kids from different ages.
Each Influencer created their Wednesday waffle alongside story posts. We also created two Wednesday Waffle wrap-ups that lived on EE's socials
Wednesday Waffle - Wrap up 1
Caption: Giving your child a phone is a big deal. Not just for them, but for you too.
That’s where The P.H.O.N.E. Chat comes in. It’s a guide that helps you start those important conversations with your teens about phones to make sure you both feel ready for the huge milestone.
#ThePhoneChat #SaferSims #WednesdayWaffle
📷 @louisepentland @gabriel_sey @daddy_freckle @mother_of_five_boys @a_mothers_tale @thismamalife
That’s where The P.H.O.N.E. Chat comes in. It’s a guide that helps you start those important conversations with your teens about phones to make sure you both feel ready for the huge milestone.
#ThePhoneChat #SaferSims #WednesdayWaffle
📷 @louisepentland @gabriel_sey @daddy_freckle @mother_of_five_boys @a_mothers_tale @thismamalife
Wednesday Waffle - Wrap up 2
Caption: Phones aren’t just for texting anymore. It’s apps, socials, group chats - and we’re the first generation of parents figuring it all out.
That’s why The P.H.O.N.E. Chat exists: to help you have that conversation.
#ThePhoneChat #DigitalParenting #WednesdayWaffle
📷 @muddlethroughmummy @theeshuns @lucie.houchin @lucyjessicacarter
That’s why The P.H.O.N.E. Chat exists: to help you have that conversation.
#ThePhoneChat #DigitalParenting #WednesdayWaffle
📷 @muddlethroughmummy @theeshuns @lucie.houchin @lucyjessicacarter
Some Influencer Stories:
The various TikToks amassed 1,230,646 total impressions and a reach of 738,989 and the stories had 58,953 total impressions and a total reach of 50,938
