Mobot

Can content shout? Ben Peacock from Outbrain knows that ‘amplifying’ a campaign can work, as proven by Do the Mobot.

The campaign

We partnered with Virgin Media and, via Fifty6 Media, the Mo Farah Foundation, to launch the campaign – raising profile and proceeds for the most vulnerable across East Africa.

The focus was a short video, narrated by DJ Tim Westwood, which provided step-by-step instructions on how to carry out Mo’s trademark move, encouraging users to upload their own videos. Each one earned a £2 donation courtesy of Virgin Media.