Published by isobel.regan@dontpanicprojects.com
Published Date 19.03.2024 
Hey there! We’re Happy Yolk, a London-based social media and influencer marketing agency that fuses deep human insight with a data-driven mindset. Ready to hear how our content and savvy social tactics snagged nearly 10k leads for Pooky Lighting? Oh, and did we mention it’s got us nominated for several awards at the UK Paid Media Awards?!
Lighting Up The North with Pooky Lighting
Pooky, a leading UK lighting brand and one of our longstanding and cherished clients, aimed to shine brighter in the North, targeting folks in Leeds, Harrogate, York, and Manchester, to celebrate their new showroom and generate qualified leads.
Introducing: Happy Yolk
We’re all about infusing emotion into every pixel, backed by solid data. So our mission for Pooky was clear: create a campaign that not only reflects Pooky’s honest and light-hearted values but also connects emotionally to drive engagement and eyeballs.
Planning, planning, planning!
Happy Yolk’s strategy zeroed in on women aged 35-55 with a love for interior design. Through deep research into their preferences, needs, and social media habits, we crafted a tailor-made marketing approach to resonate with them.
Given the narrowing targeting options on platforms, we focused on a highly impactful creative approach to fly past the pesky algorithms, devising a three-tiered channel strategy for maximum impact.
It’s all about big ideas
We kicked off the campaign with a bang, rolling out several social-first videos on Pooky’s owned channels. From a teaser featuring a portable lamp on an epic journey to the new location, to folks sporting lampshades as hats on their way to the showroom, these videos captivated audiences, going viral and becoming Pooky’s most engaged and highest-reaching content to date.
But we didn’t stop there! Happy Yolk also crafted a final piece to announce the grand opening of the showroom. The overwhelming positive feedback, including comments like ‘Probably the best reel I’ve ever seen for a business,’ validated its impact and resonance with our target audience.
Leveraging our direct influencer relationships
Next up, we leveraged our extensive network of influencer relationships, securing 50 partnerships out of our initial target of 20. Each influencer brought their own unique aesthetic and content style to showcase Pooky’s stunning collection of decorative lighting. These authentic partnerships didn’t just generate buzz; they produced standout content that propelled the success of the campaign.
Scaling up with paid social
We cranked it up a notch, leveraging paid social media to spread the word far and wide. A tempting prize draw lured in participants, driving quality leads and even racking up direct sales along the way.
The results are in!
Our fully integrated campaign reached a whopping 19 million people, leaving an indelible mark with 33 million impressions. With nearly 10k leads and thousands in sales, we not only met but exceeded our goals, casting Pooky Lighting in an even brighter light across the UK.
The exceptional success of our campaign goes beyond mere numbers; it sparked deep emotional connections proven through the comments shared by the audience.
The campaign shone a bright light on Happy Yolk’s ability to blend strategic marketing with emotional resonance to deliver measurable business impact.
What it means to be nominated
Being recognised at the UK Paid Media Awards is the ultimate validation of Happy Yolk’s collaborative work with Pooky Lighting. Our laser-focused targeting, creativity, and comprehensive strategy generated top-notch leads and ROI, propelling our campaign into the spotlight as a worthy contender. We’re thrilled to be in the running and to be among so many great agencies.
As our CEO & Founder, Alissa Khan-Whelan, puts it: “Happy Yolk is emotion-led; data-proven. Our approach yields breakthrough ideas and campaigns that make waves in culture while delivering tangible business impact. That’s precisely what we achieved for Pooky, and we’re excited for more successes ahead.”
If you’re seeking standout results through expertly crafted social strategies, impactful influencer collaborations, and powerful paid social campaigns, you can find us at happyyolk.com or drop us a line at hello@happyyolk.com.
