LADbible
Project Snapshot:
Campaign: Creative Campaign - LADbible app launch
Audience: 16-30 year-olds and LADbible's existing social audience
Deliverables: 1 x hero documentary-style launch film
Platforms: LADbible social channels and App Store
Results: 1M views & #1 in the App Store within 24 hours, 2M+ social views in the first week
Recognition: Awarded Video of the Year - Prolific North Awards & Best Micro Enterprise - The Big Chip Awards
LADbible needed an app launch that people couldn’t ignore. Our answer was a bold creative concept rooted in the brand's audience: entertaining, unexpected, and just crazy enough to make people question what they were watching.
Built on user-generated, shareable content, LADbible had already cultivated a huge and highly engaged following. The app launch needed to make a bigger statement; we created something that would stand out, spark interaction, and give its audience a reason to download.
One Small App. One Giant Idea.
Blasting LADbible into Space
A range of creative approaches were explored, including traditional commercial content, short-form social, and documentary-style storytelling. Through testing audience response and engagement across different styles, one format consistently stood out.
The strongest creative direction was a documentary-style film led by a recognisable, distinctly LADbible presenter. This gave the film a genuine, personable feel, while allowing us to create a story big enough to match the significance of the app launch.
The idea was simple: what if LADbible launched its app into space?
We took this concept into the Pennines, attached a smartphone running the LADbible app to a helium balloon, and launched it into the atmosphere. The documentary-style treatment made the impossible feel real, creating the perfect setup for the audience to ask one question: is it real or fake?
By blurring the line between documentary and stunt, the campaign invited audiences to debate whether the launch was genuine. That curiosity became the engine for sharing, discussion, and ultimately, app downloads.
Award-Winning Impact
The campaign was designed to generate conversation as much as downloads. By leaving the audience to question the authenticity of the launch, we created a piece of content that felt native to LADbible's audience and encouraged people to engage, discuss, and share.
The film received 1 million views, helping LADbible's app reach #1 in the App Store within 24 hours. Within its first week, the video had generated more than 2 million views across LADbible's social channels.
The campaign transformed a simple app launch into one of LADbible's most successful original content campaigns. It went on to win Video of the Year at the 2016 Prolific North Awards and Best Micro Enterprise at The Big Chip Awards 2016.
By understanding LADbible's audience and creating content that felt authentic to the brand, Bearded Fellows transformed an app launch into a viral, award-winning campaign - proving that original ideas create conversations that traditional advertising alone can't.
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