Location:
London, United Kingdom
Industry
Wills & Estate Planning
Completion Date:
June – July 2026
Client name:
Octopus Legacy
For Octopus Legacy’s ‘Remembering Dad’ campaign, Reliable People built a cohesive paid strategy to support and amplify social media influencer (UGC) content and posts from the brand’s own accounts. The goal was to drive footfall and raise awareness about empathy in the run-up to Father’s Day, for everyone facing the day without their dad.
Campaign goals:
- Wind phones: Drive awareness of, and attendance at, ‘wind phones’ set up across London, helping those experiencing grief to work through it.
- Tackling stigma: Tackle the stigma around grief.
- Celebrating dads: Celebrate fatherhood of all shapes and sizes.
Highlights of the campaign:
- Impressions: Over 8,000,000 impressions across TikTok, Instagram and Meta.
- Follower growth: Followers increased by 4,700 over the campaign period.
- Engagement: Top ads achieved 68% average consumption and a 21% engagement rate.
How we got there:
- Segmentation and creative-matching: Informed by multivariate testing, we matched each piece of content to the audience it worked best for, based on age, gender and region.
- Amplifying real voices: Paid support was built around influencer (UGC) and brand account posts, so the campaign was led by genuine stories.
The result was a campaign that reached millions on a sensitive subject, while keeping empathy at the centre of every message.