Targeting Teens for Piczo


Working in Cohn & Wolfe’s Digital and Technology team for teen social network Piczo, I was asked to come up with ideas that would boost site visitors over the summer months, without spending a fortune.

Knowing that there’s no such thing as an average teenager, I suggested a combination of campaigns, each designed to reach a different teen demographic.

The first was linking with publishers Penguin, the second a team of Piczo-branded freerunners backflipping their way around UK teen hotspots, and finally, partnering with top teen magazine Bliss to win the chance to go on a VIP celebrity photoshoot.

The Piczo My Penguin Competition on attracted over 2.7 million hits, the Piczo Parkour team gave out nearly 10,000 stickers and wristbands and entries rolled in for the Bliss competition.

The Penguin Piczo partnership was featured in Metro and each campaign was covered comprehensively on blogs as well as in marketing and online press.

The campaign resulted in an uplift of web visitors and subscribers, as well as interest from potential advertisers, and a well known children’s charity contacting Piczo with a view to working with them.

May 25th 2016
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Taking Bank Holidays Costs UK Small Businesses Over £2,500 Each Year

The month of May sees two Bank Holidays (2nd and 30th May), but British small business owners stand to lose an average of £506[1] during May and £2,163[2] annually by choosing not to operate and instead take the extra day’s rest over long weekends. A study of 1,500 UK small business owners by Yell Business reveals that ...
September 30th 2014
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MBAs from £4000 from the Online Business School

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November 11th 2011
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Meet Lytro’s Light Field Camera, for ‘Living Pictures’

Pictured above is Lytro's new Light Field camera, which doesn't look like any camera on the market. And, being the only camera to focus after you've taken the picture, it doesn't work like other cameras either. With pictures produced on the Light Field Camera, the photographer doesn't have to wait ...
November 10th 2011
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Rocket Fuel UK investigates the role of environment vs audience in effective brand advertising

On Tuesday I went to a breakfast debate hosted by the lovely people at Rocket Fuel UK. For those unfamiliar, Rocket Fuel is a real-time ad targeting company whose technology combines all data-driven targeting techniques, from behavioural to contextual, into one system that automatically adapts campaigns in real time to ...
March 17th 2011
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Winston Churchill* fails to ‘win back’ his glasses in Northampton auction

A Sir Winston Churchill look-a-like last night failed in his attempt to win a pair of Sir Winston Churchill’s glasses, which were auctioned for £11,210 to a telephone buyer, understood to be from overseas. ‘Sir Winston’ went along to the auction with the manufacturers of the glasses, and the world’s oldest ...

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