TEACHING THE WORLD TO WILF
It’s not every day we create an internet phenomenon for a client which then spreads across the world in hours. But then again, it’s not every day it happens anywhere.
We did it over Easter when we came up with ‘Wilfing’ (What Was I Looking For?), an acronym to accompany a research-based media relations campaign based on Brits’ aimless internet browsing habits, for moneysupermarket.com – Europe’s largest financial comparison website.
The campaign demonstrated that as a nation, we waste time, effort and money by becoming distracted online – and positioned our client as the solution. The story appeared in every national daily, complete with branding and quotes – plus several Sunday papers. It also made interviews on the likes of BBC News 24, Sky News and GMTV. Then Wilfing really took off worldwide – within days we’d picked up an awesome 156 items of coverage, and the term had entered the online vocabulary. The last time we looked there were over 500 blogs talking about Wilfing, many with links to www.moneysupermarket.com.
Not allowing for online coverage, the total circulation gained is an extraordinary 169,976,200.
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