Due to the nature of this essential campaign, there was a plethora of key information to communicate, from details on who is eligible to sign up to the PSR e.g. the elderly, to the different ways that the PSR service can be of help e.g. by providing generators when power cuts occur. With this in mind, it was crucial for Hydrogen to select the perfect talent to help communicate this information in a way that was engaging and accessible, whilst maintaining the seriousness of the PSR’s important messaging.

We strategically partnered with relatable, trusted creators Jess and Norma to deliver the campaign with warmth, clarity, and authenticity. Their down-to-earth tone and community credibility made them the ideal voices to convey important information without losing audience interest. In addition to this, the creators also boasted extremely engagement rates and content watch times - this sealed the deal for us, as with so much information to convey, we needed audiences that would stay put and, more importantly, take action. Through a combination of engaging Reels, Stories, and feed posts, Jess and Norma broke down PSR benefits in a natural, story-led way, helping demystify the service while driving clicks and signups.

The campaign not only surpassed all engagement benchmarks but also drove significant, measurable action, demonstrating the real power of strategic influencer collaboration. Beyond the impressive numbers, it validated the potential for influencer-led content to generate meaningful outcomes, even within sectors that are often considered complex, overlooked, or underserved.

Jess and Norma’s accessible and authentic tone helped demystify the Priority Services Register (PSR), making important information digestible and engaging for a broad audience.

The results spoke volumes: their Reels achieved an outstanding 276,000 plays, with 3,800 direct link clicks - a strong indicator of audience intent and follow-through. Engagement remained consistently high across all content, highlighting the strength of the creative execution and the resonance of the campaign message