ABOUT

Led the partnership as Key Brand Account Manager at Beano, overseeing the strategic development and delivery of the EE x Beano campaign in collaboration with Pitch Marketing. The partnership centred on giving Dennis his first mobile phone, using Beano’s iconic humour to reframe online safety for parents in a non-threatening, culturally relevant way.

The campaign addressed a critical insight: while a first phone represents opportunity for children, it represents risk for parents - over half of whom said they wouldn’t survive the online world if they were kids today. By embedding EE’s safety messaging into Beano’s storytelling, the campaign delivered education through entertainment across film, print, OOH and digital.

Results:
- 433k parents reported feeling better equipped to keep their children safe online, exceeding the core objective by 44%
- 82% gained a better understanding of online safety tools (vs 65% target)
- 74% felt more confident supporting their child’s digital life
- 63% were inspired to have conversations with their children about phone use
- 61% agreed EE actively addresses important cultural issues (vs 50% target)
- 76% were more likely to consider EE (vs 55% target)

Campaign reach:
- 3.95m content views (vs 2.5m target)
- 47.3m digital impressions (vs 30m target)
- 86 pieces of media coverage, including 24 national titles
- 95% of coverage featured video or comic formats
- 80k clicks to the EE x Beano digital hub