Cheeky used research insights to identify the core target audience most likely to buy Pro Plus and their geographic skew to ensure budget was optimised.
TGI data was then used to identify the strongest channels to drive awareness and engagement. The campaign prioritised reach channels but used a depth of touchpoints to ensure cut through and impact across the conversion funnel.
Following the success of the 2024 campaign which saw significant increases in brand awareness, ad recall and purchase intent, Cheeky negotiated and managed the sponsorship of a newly revamped prime time ITV game show favourite, Bullseye, that aired in Q4 2025, including a Christmas special. Combining both linear and digital on demand programme idents the sponsorship package delivered strong and consistent reach with our target audience and gave Pro Plus category standout. The inclusion of the Bullseye licensing rights allowed the campaign to be amplified across Social and PR channels. We’re expecting strong shifts in brand metrics for Pro Plus as we head into 2026.