The Chicken Connoisseur Elijah Quashie wings it in Carphone Warehouse Samsung S8 campaign

Having built a following of half a million people on his YouTube channel, the content rolled on social media with the brand claiming it racked up one million views in 72 hours. Since 20 April, it has reached 2.6m views.

Angela Bertram, senior social media and content manager, Dixons Carphone, said: “We wanted to create a campaign that would promote the Samsung Galaxy S8, but also stay true to the Carphone Warehouse personality. 1000heads were able to hone in on social insight to deliver content that appealed to our audience’s interests and sense of humour. We’re thrilled with the results and are glad that we are giving our customer support teams a chance to have some fun with their community management.”

Laura Ashwell, account director, at 1000heads added that the agency wanted to “cut through the noise in a way that would appeal to the Carphone Warehouse audience’s unique sense of fun”.

She said: “The campaign was inspired by insight from a previous upgrade campaign, where we discovered by asking about dream lunch upgrades, that our audiences were big fans of fried chicken. So when we were planning this review, Elijah was our first choice. We’re all huge fans of his videos, and his charisma and personality make him a great fit for a brand like Carphone Warehouse.”