Everybody loves Sonic The Hedgehog and we couldn’t let his second movie land in cinemas without shouting about it. It seemed the only appropriate way to celebrate this was to work with a hedgehog this side of the cinema screen. We shortlisted seven potential accounts who had the capacity to share something fun, lighthearted and suitable for family audiences.

A primary UK audience is always a key factor in selecting creators for our campaigns. As is ensuring their content style and tone matches up to that of the film being promoted. In this case, something family friendly. We also considered, of course, whether the hedgehog creator was suitably cute and creative with their posting! Mr Pokee’s account, run by Litha, stood out to us as the best option and we moved ahead with them to create a photoshopped image giving the illusion of a hedgehog settling into watch the new movie.