LADbible partnered with NOW TV to demonstrate to our audience how their on-demand product works. Our aim was to highlight the ‘Pick and Choose' nature of the passes. We also wanted our audience to buy into the emotion of their streaming service. We gave the ‘Pick and Choose’ messaging a LADbible twist to create ‘Pick a Pooch’, an episodic series of hero videos and Instagram Stories for LADbible and Pretty52. We gathered a MUT-ley crew of pups and transformed them into recognisable characters from TV, movies and sport, with each dog representing a pass. We then created thematic obstacle courses for them to race on. To show pick and choose in action we actively encouraged our audience to comment with their pick for the win. We also created a series of 10 memes featuring our dogs, and we had everything from Pomeranians to Pugs getting excited about streaming! The content was extensively shared across the LADbible and Pretty52 platforms to ensure we reached all possible audience pools. I was responsible for the delivery of this large scale campaign that included multiple channels, formats and deliverables. The campaign nailed it and we overdelivered on our target by 101%.