Lifestyle and wellness influencer Alice Liveing, better known to fans as Clean Eating Alice, is taking social to the London underground with a new campaign to promote her latest book.
The digital out-of-home (DOOH) push for the star's new Eat Well Every Day recipe collection is part of a partnership with Hello London – the recently launched media collaboration between TfL and Exterion Media – and content display firm Tint.
Running across 100 high-impact digital screens in the capital's tube stations, the campaign displays user generated content from Facebook, Twitter and Instagram to showcase meals and imagery from Liveing's title. The screens update as more pictures are added by fans, which Liveing said gives a "fresh and original" feel.
"Instagram is where it all started for me – it’s such an amazing way of engaging with fans and getting instant feedback on everything I do - so the way the ads display my social posts live really showcases what I’m all about to a whole new audience," she added.
Tim Last, head of innovation at Exterion Media, said: "Reaching target audiences using our Hello London offering, this activation is a great demonstration of what can be achieved when a creative is so relevant to an environment – connecting and tailoring Alice’s story to the London audience who are in the ‘New Year, New Me’ frame of mind."
The campaign was planned and booked by MediaCom and Kinetic.