PhoneSmart - Stress Free Streaming
Creator PartnershipsEE paired TV presenter Myleene Klass with her daughter Ava to give parents practical child-livestreaming safety advice during February half-term.
About the campaign
The number of children livestreaming almost doubled in 12 months, from 9% to 17% of children aged 5 to 16, yet many parents had little understanding of what livestreaming involved or how to protect their children. A telecoms provider is an unlikely voice on parenting, so EE needed a way to talk about child safety that felt like genuine help rather than a product pitch. Pitch Marketing Group worked from the insight that February half-term is when parental concern about unsupervised online time peaks, and that advice lands better from a real parent than from a brand.
The agency brokered a partnership between EE and TV presenter Myleene Klass, pairing her with her daughter Ava to front tips and advice video content focused on EE's in-app safety features, with footage published via Vimeo and timed to the school holiday. Including Klass's own child was the authenticity device, turning brand safety advice into lived experience rather than a scripted message.
Anchoring the guidance to a specific product capability gave parents a concrete action and the brand a credible commercial role, while a genuine knowledge gap made a stronger foundation than manufactured alarm. The agency reports 4M impressions and that the content resonated with 7 in 10 parents. Every claim comes from Pitch's own case study with no independent corroboration, no launch year is stated, and the 9% to 17% figure describes the pre-campaign context rather than any measured effect on safety-feature adoption.
Case in 60 seconds
The number of children livestreaming almost doubled in 12 months, from 9% to 17% of children aged 5 to 16, yet many parents had little understanding of what livestreaming involved or how to protect their children.
February half-term is the moment when parents' concern about children's unsupervised online time is most acute, and advice lands better from a real parent than from a brand.
Stress-free streaming: EE as a source of practical guidance, delivered by TV presenter Myleene Klass with her daughter Ava for authenticity.
Pitch Marketing Group brokered the EE and Myleene Klass partnership; the pair produced tips and advice video content focused on EE's in-app safety features, with footage published via Vimeo.
No quantitative performance metrics were reported. The agency's account positions EE as a helpful resource for parents during a period of heightened concern; results are self-reported and unverified.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Tips and advice content on child livestreaming safety
- Video content, with footage published via Vimeo
Partners
- Myleene Klass (TV presenter)
- Ava (Myleene Klass's daughter)
Participation mechanic
- None stated; one-way guidance content rather than a participation mechanic
Creator role
- Celebrity parent as credible messenger, with her child included for authenticity
Why Pitch Marketing Group's strategy worked
- 1
Pairing a known parent with their own child turns brand safety advice into lived experience; Ava's involvement was the authenticity device, not an add-on.
- 2
Anchoring the message to a specific product capability, EE's in-app safety features, gave the advice content a concrete action for parents and a commercial role for the brand.
- 3
Timing the campaign to February half-term matched the message to the moment when parental concern and children's screen time both peak.
- 4
A genuine knowledge gap (parents not understanding livestreaming despite its near-doubling) is a stronger foundation for advice content than manufactured alarm.
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate
Results
10M+
Views
5M+
Impressions
20K+
New followers