Family connection and safety app Life360 has launched its new major international brand campaign, ‘Finding Jamie’, marking the launch of its year-long partnership with Jamie Oliver.
The campaign centres on the microdrama comedy series ‘Finding Jamie While He’s Finding Himself’, created by Baby Teeth, which sees Oliver embark on a series of adventures while his family use Life 360 to track his whereabouts.
The series is being released in short-form episodes across social media and BVOD.
Family connection
Independent agency The Ninety-Niners, in collaboration with in-house media partner MFM, is leading media strategy, planning and buying for the campaign across the UK, Canada and Australia.
Following the success of high impact brand building earlier this year, the new campaign is designed to build awareness among the core audience of families and drive consideration via a range of content that reinforces the benefits of Life360’s free family location and safety tools.
The approach is designed to balance high-impact brand activity with targeted activity further down the funnel, ensuring demand generated by the campaign can be captured through search and conversion activity – optimised for broad unique reach and controlled frequency, rather than solely chasing short-term clicks or installs.
Executions will run on Channel 4 Linear, Seven Network Australia, and Global Television in Canada.
Campaign success will be measured beyond clicks or CTR, instead tracking brand lift, reach and frequency, branded search, organic installs, social sentiment and referral behaviour.
Kate McCutchen, Director of International Marketing at Life360, said: “Family life can be wonderfully chaotic, and we wanted to bring that to life in a way that felt genuinely entertaining rather than like traditional advertising.
“Jamie is the perfect partner for us because he understands that reality first-hand, and his own family has been using Life360 for years.
“‘Finding Jamie’ gives us an opportunity to show the role Life360 can play in keeping families connected and reassured, while telling a story that we hope families around the world will enjoy watching and sharing.”
Ant Hopper, Founder of The Ninety-Niners, said, “We’re incredibly excited to help launch this campaign and introduce the brand to even more families around the world.
“It’s such fun and entertaining content, and we’re proud to be bringing it to life through a strategy built for international reach and impact.
“MFM has brought unrivalled expertise in helping us navigate local markets and ensure the campaign lands effectively with our key audiences.”