Public relations, branding campaigns, social & paid media

Smoothie producer Innocent Drinks’ 'Big Knit' was an international knitting campaign with the purpose of raising funds for the benefit of lonely seniors.

Innocent reached out to Morsing in order to establish a Danish leg for the charitable initiative.

We coordinated the campaign's Danish PR efforts, reaching out to relevant bloggers and ambassadors who helped raising awareness for the good cause through their own SoMe platforms.

To top it off, Morsing held a ‘Big Knit’ event in collaboration with Danish Red Cross with Danes from all over the country attending to support the fight against loneliness. During the event, attendees knitted tiny hats that were subsequently put onto Innocent's smoothies as beanies.

For every beanie-clad smoothie sold, Innocent donated DKK 2 to Danish Red Cross, putting the funds to use in finding visiting friends for seniors, among other things.

The PR campaign and ‘Big Knit’ event garnered lots of attention in the Danish press, including national TV, regional news, and lifestyle magazines.

Innocent's videos, recorded from the knitting event itself, achieved over 300,000 unique views online, and we received more than 70,000 knitted beanies in all shapes and colors.

Further, the campaign was shared through 6 blog posts, 20 Instagram posts, and 18 Instagram stories on Danish influencers' profiles.