Insight

“It does what?!?”

Most people don’t understand their mobile plan. So when EE wanted to tell TikTok about lesser-known features like Stay Connected, Data Gifting, and Inclusive Extras, we knew the real job was to demystify the benefits and speak to people in plain English.

Idea

Meet the queen of NanTok.

We challenged TikTok creators @JessAndNorma to explain 3 killer features of EE mobile in simple terms that even your nan could understand.

🤔 “Stay Connected?”
🚕 “Book an Uber, even after you run out of data.”

🤷‍♀️ “Inclusive Extras?”
🫶 “Free roaming in Summer. Free crime series in Winter.”

🫤 “Data Gifting?”
👩‍❤️‍👩 “Share data with your family (if they behave)”

Impact

Cuteness
overload

🤳 162.8M views on TikTok

👍 77K social engagements

📈 18% rise in TikTok followers

🎤💨 Job done