Hide the Pain Harold Campaign
Harold originally burst onto the scene as a face of stock photography. He soon shot to fame on social media for his ‘hide the pain’ grin, which was adopted by the youth community and applied to a whole host of funny taglines and memes in relation to his memorable expression.
He has since been featured on other global platforms such as LadBible and Manchester City social media channels.
20+ MILLION VIEWS
220,000+ SHARES
78,000+ COMMENTS
338,000+ LIKES
The results clearly display the interest and appetite for this unassuming character, arguably the most famous ‘meme’ face of our generation amongst students
Using Harold allowed us to bring an instantly recognisable face to students in order to grab their attention, as we continued to build our brand awareness Harold gave us a great ‘hook’ to convey the message of the product
The idea
Harold goes back to university and lives the student life – we put him in every day relatable student situations. Through creative humour we told the story of the TOTUM product and how the card can benefit your life across our core categories
We created several funny yet informative videos about the TOTUM product that we knew would resonate well with students. The videos ranged from advertorial pieces, a day in the life of a student as well as a number of mini scenes to promote as social media ads.
The key was to engage our audience using Harold’s face for which students are already used to seeing and engaging with. The videos are intended to be funny, engaging but also sell the benefits of the card in the quickest way possible to new audiences.
Utilising our online reach we also created a wide range of assets all driving traffic to our campaign landing page! Offline merchandise and student friendly branded promotional material also aided to drive traffic, giving students more reason than ever to engage with the brand and take their own pictures and keepsakes of TOTUM
This project was a massive team effort to bring it all together, including Chris Pugh, Jamie Shelton, Elliott Causer, Peter Mason and Michael Varelias to name a few!
The Northern Marketing Awards 2019 - nominations
Best Digital Marketing Campaign
Hide the Pain Harold – Living his Best Life Freshers Campaign
Best Social Media Campaign
Hide the Pain Harold – Living his Best Life Freshers Campaign
