Submitted by We Are Hydrogen

Not your average influencer campaign

Hydrogen partnered creators Jess and Norma to explain SSEN's Priority Services Register across Reels, Stories and feed posts, with Reels reaching 276,000 plays.

their Reels achieved an outstanding 276,000 playsReel plays
with 3,800 direct link clicksdirect link clicks

Case in 60 seconds

SSEN's Priority Services Register brief carried a large volume of essential detail, from who is eligible to sign up to the forms of support available, and that detail had to keep its seriousness while still holding an audience.

The campaign appears to turn on the reading that public information about vulnerability is skipped when it arrives in an official voice, because the people who qualify do not think of themselves as the sort of person a register is for, so a familiar creator saying it carries further.

Rather than compressing the PSR into a single announcement, Hydrogen made the selection of talent the strategy, choosing creators whose warmth and community credibility could carry a long explanation to the end.

Jess and Norma delivered the PSR across Instagram Reels, Stories and feed posts, breaking the benefits down in a natural, story-led way that Hydrogen describes as demystifying the service while driving clicks and signups through a tracked link.

Hydrogen reports the Reels achieved an outstanding 276,000 plays with 3,800 direct link clicks, which the agency reads as an indicator of audience intent, and states engagement stayed consistently high across all the content.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

People eligible to sign up to the Priority Services Register, described on the page as including the elderly, alongside a broad general audience for the service.
Essential utility information competes for attention against entertainment on the same feed, so Hydrogen had to hold the seriousness of the PSR message while making it engaging enough to survive a scroll.
Hydrogen describes the sector as one often considered complex, overlooked or underserved, which meant the campaign had to prove that influencer-led content can produce action in a category with no natural social pull.
SSEN's role is the provider of the support itself, including generators when power cuts occur, and the creators positioned the register as a practical service rather than as a brand message.
The page's stress on watch time and engagement rates suggests Hydrogen worked from the position that comprehension of a multi-part eligibility message depends on duration of attention, so creators were picked on the evidence that their audiences stay.

Creative & Execution System

Assets & channels

  • Instagram
  • Reels
  • Stories
  • feed posts
  • video

Partners

  • We Are Hydrogen (lead_agency)

Creator role

  • Jess — creator
  • Norma — creator

Results & Evidence

MetricValueResult type
Reel playstheir Reels achieved an outstanding 276,000 playsvideo_views
direct link clickswith 3,800 direct link clickstraffic

Why We Are Hydrogen's strategy worked

  1. 1

    Selecting for watch time rather than follower scale matters when the brief is information-dense, because a message with many separate conditions attached only works if the audience stays to the end of the video.

  2. 2

    A tracked link alongside reach separates viewing from acting, and Hydrogen's pairing of 276,000 plays with 3,800 direct link clicks suggests utility categories can be measured on follow-through rather than on impressions alone.

  3. 3

    Eligibility messaging appears to travel better through a creator whose audience already resembles the eligible group, because the register reads as something for people like them rather than as an administrative category.

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