From kettle reviews to fake news – the re-invention of Which?

Which?, an impartial product reviews website, went after fake reviews in the UK to generate a 13% year-on-year uplift in sign-ups.

Campaign details

Brand: Which?Client: Consumers' AssociationAgency: Grey London

Summary

Imagine that one day, the product you sold started to be given away for free.

Not by a new upstart in the category.

But by the very customers you wanted to serve.

This is a paper about how planning used what was happening in culture to re-invent the Which? brand.

We didn't do this by finding a new reason to believe. But by creating a reason to disbelieve.

By going after fake reviews, we linked kettle reviews to fake news - resulting in conversations, column...

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