That’s right. We’ve been nominated for FOUR separate awards for our ‘Davina’s Lucky 7’ campaign, created to support the launch of Davina McCall’s new fitness and nutrition website,

The Drum Social Buzz Awards

  • Best Use of Video
  • Best Use of Facebook

Social Media Communications Awards

  • Best Use of Facebook
  • Best Community Engagement Campaign


In true #TeamSpirit style, the campaign was a real team effort, so hats off to everyone involved! For more details on our campaign, see below!

The Campaign Our brief was to create a social-lead, content-driven strategy to support the launch of the site, engaging real women to drive consumer advocacy around the brand and help break down barriers to trial. With this in mind, we created ‘Davina’s Lucky 7’ – a competition to find seven ‘real women’ to trial Get Fit with Davina, whilst updating our rapidly growing Get Fit with Davina social community of their progress via a series of five weekly video diaries, plus other regular social content. As part of their prize, our seven women got to meet Davina in person at the end of their 5-week challenge to tell their stories, whilst sharing details of their respective Get Fit with Davina experiences. Our Lucky 7’s videos have been viewed more than 500,000 times, with a combined reach of more than 1.5Million people – and our winners lost an incredible 5st 8lbs between them. Further more we grew an engaged Facebook community of more than 18.5K women in just 6 months, leading to 15K+ social media referrals and more than 4K site subscriptions.