Branded Content

Helping the Amazon of car leasing reach a new sports audience via premium branded entertainment, strategically grow their YouTube audience, and produce an original Instagram Live show to help expand their CRM activity. All in a week with our sports entertainment platform, UMM.


The objective of this project was to drive awareness of Vanarama’s car offering, drive their audience toward their YouTube channel — highlighting it as a destination for great automotive content — and to create a unique, ownable, and innovative format on Instagram to help them expand their CRM efforts through premium branded entertainment.



After Party Studios produced a social-first campaign in collaboration with sports entertainment platform UMM, YouTuber Callux, and cult football hero Adebayo Akinfenwa. The campaign consisted of a premium hero film on UMM’s YouTube channel, an original format on Vanarama’s channel, and a unique studio based Instagram live campaign, all designed to simultaneously drive awareness, grow subscribers and capture a new audience for the vehicle leasing company.



Inspired by Vanarama’s ‘New Lease of Life’ strap-line and campaign and the easing of lockdown restrictions, UMM, Callux and Akinfenwa took to the streets of London to help people find a new lease of life. From paying for haircuts, outfits and parking fines, to announcing a Range Rover Evoque giveaway, the content weaved the brand’s positioning and product throughout the editorial. The film drove 129,000 organic views and grabbed headlines across mainstream and major digital publications including, The Sun, Give Me Sport, What Culture?, and Cultaholic.



After Party Studios and UMM also worked closely with Vanarma’s content team to develop an original format for the brand’s own YouTube channel. The new format starred Callux, Akinfenwa and Vanarama’s own host Mark Nichol. By leveraging UMM, Callux and Akinfenwa’s audience, and After Party Studio's platform expertise, Vanarama were able to drive an additional 2,000 subscribers to their channel, whilst also adding to the campaign narrative.



The 40 minute livestream was shot in a branded studio with a series of football based challenges designed to retain audience engagement. The set design was tailored to a vertical shoot, to suit recording from a smartphone, with considerable production efforts put in to ensure a smooth and stylish product was delivered to the audience. The show starred Callux, Akinfenwa and Harry Pinero and peaked with in excess of 3,100 + concurrent viewers.




Campaign views


Subscribers added to brands YouTube channel


Customers re-activated into brands CRM



Strategy Director – Christian Hurley
Executive Producer – Adam Boultwood
Creative Director – Ben Doyle
DOP – Calum Yeats
Producer – James Waterhouse
Editor – George Achillea

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