We're thrilled to announced that Croud and Born Social have been appointed as ITV and Global’s media and social content agency partner for the launch and rollout of The Birthday Draw, following a competitive pitch. The appointment covers the end-to-end strategy, planning and activation of the campaign, with a brief to drive awareness, excitement and entries for ITV and Global’s new weekly prize draw.
The Birthday Draw, with its first draw on 29th January, gives entrants the chance to win a £1m jackpot by entering their date of birth, initial and selecting from 12 ticket colours. Croud and Born Social will support the launch with a social-first, integrated approach, with a remit that spans digital media, social, influencer, SEO, and analytics.
Our teams have also led the full media strategy and planning across ITV and Global’s owned estate, including TV, VOD, radio and OOH, ensuring a connected, audience-first plan across every campaign touchpoint. Media and creative will work hand in hand, supported by a robust measurement framework and an agile and continuous feedback loop that allows the campaign to evolve in real time. Born Social’s influencer strategy will deliver content that brings The Birthday Draw to life. This integrated approach ensures insight-led decision-making across planning, activation and optimisation, building momentum for the launch and beyond.
Tish House, Head of Marketing, New Digital Propositions at ITV, commented, “What stood out was Croud and Born Social’s ability to seamlessly connect creative and media planning, and smart social-first thinking. Their continuous feedback loop and strong measurement approach gave us confidence they could build momentum quickly and drive excitement and entries for The Birthday Draw."
Luke Smith, Croud's Founder & Global CEO, added, “The Birthday Draw is an incredible idea with huge cultural potential, and we’re delighted to have been selected as ITV and Global’s launch partner. This is exactly the kind of challenge where we combine Born Social’s social-first mindset with Croud’s intelligent media to deliver standout results and a return on intelligence.
“We’re seeing increasing demand for truly integrated creative, media and planning, which gives a great platform for our combined businesses. Thanks to the brilliant team at ITV and Global.”
The appointment builds on our momentum, with other recent wins including AJ Bell, Stanley 1913 and ChapStick, demonstrating the strength and scalability of their integrated approach. This also follows the recent launch of agentic Croudies and CroudOS. Read more about the appointment in Campaign.
