top of page
Search

Campaign Strategy Case Study: BRITA x Joanna Lumley

  • Writer: Natalie Grover
    Natalie Grover
  • Jul 10
  • 2 min read

From Confession to Change: Sparking Sustainable Shifts Through Celebrity & Social Comedy

Dear Joanna

The Campaign Challenge

Building on the success of Joanna Lumley’s initial partnership with BRITA, our challenge during the campaign was to stay rooted in sustainability while conveying a renewed sense of charm, warmth, and real-world resonance.


Objective:

  • Reignite national conversation on Single-Use Plastic Sins (SUPS)

  • Deliver sustainable living content that felt useful, shareable, and surprising

  • Create a social-first, multi-format campaign that could inspire change without shame


The Creative Platform: Dear Joanna

Joanna Lumley reprised her role as the nation's green conscience — this time as a witty, wise, and slightly weary agony aunt responding to the public’s guilty environmental confessions.


We developed a content ecosystem around her, including:

  • Photography by Mary McCartney: capturing candid moments and hero assets

  • A comedy-infused social film series: where Joanna responded to real SUPS confessions

  • The Greening Good Guide: a practical, feel-good handbook for more sustainable living

  • Social-first assets and BTS capture: to fuel the always-on drumbeat across BRITA’s channels


My Role

Social & Content Strategy Lead

  • Shaped the content and amplification strategy, collaborating across PR, creative, and production

  • Mapped out multi-format content journeys to ensure longevity and cross-channel resonance

  • Partnered with the CD to ensure the comedy tone worked across static, video, and BTS


On-Shoot Strategy & Social Capture

  • Briefed and recommended BTS capture angles during Mary McCartney’s shoot

  • Ensured behind-the-scenes content had narrative value — not just filler


Copywriting & Guide Development

  • Wrote and directed the IRIS studio brief for The Greening Good Guide, balancing educational tone with light-heartedness

  • Provided social copywriting across Joanna’s campaign appearances


Always-On Strategy Direction

  • Developed a complementary social calendar around the campaign that covered key content pillars: behaviour change, BRITA’s product story, sustainability facts, and community


Results

  • Joanna’s video series reached millions organically, with 5–8% average engagement rates — significantly outperforming benchmarks

  • The campaign was recognised as Campaign’s Ad of the Day

  • The Greening Good Guide drove long-tail interest and was re-shared by sustainability advocates and influencers

  • BTS content helped humanise the brand and extend its reach beyond traditional media


Why It Worked

  • Celebrity + authenticity: Joanna Lumley wasn’t just a face, she embodied the message

  • Humour with heart: The comedic tone disarmed guilt, making space for action

  • Content designed to travel: The multi-format approach ensured assets could live across channels, from PR to Instagram Reels


Wrapping up

Dear Joanna proved that climate content doesn’t have to be clinical. It can be compassionate, comedic, and culturally sticky. With smart strategy and thoughtful execution, we helped BRITA turn environmental guilt into green action.


Want to unlock sharper campaign strategy?

Let's chat 👉 Contact


 
 
 

Comments

bottom of page