Orange: from posting to programming

The brief

Orange’s social presence was busy but scattered: monthly briefs with six or seven unrelated topics, influencers booked one post at a time, and paid and organic planned in separate silos.

The insight

Human, cultural content beat functional claims about speed and data every time. Audiences remember stories, not posts, and a brief that covers everything says nothing.

The idea

Treat social like a programme schedule rather than a calendar: fewer, longer stories, built as episodic series, carried by recurring creators and amplified by paid as one narrative engine.

The role

Ran a category audit, wrote the social playbooks for Orange and its digital brand Hey!, and pushed five shifts with the client, from bringing social in at the start of campaigns to building long-term creator squads. In 2026 that became five running series.

What happened

Compared with 2025, the share of boosted video watched to the end rose by almost half on Meta and by two-thirds on TikTok. Ad recall on the football series grew about sevenfold across three episodes, and Instagram gained six times as many followers.