RED Driving School

RED Driving School needed to establish itself as the brand of choice among young learners in the UK

PHA has developed and executed RED Driving School’s social media influencer strategy for several years, using public figures who are tapped into the brand’s core demographic of 17 – 25 year-olds. Our strategy builds trust and credibility with these hard-to-reach potential learners through an approach based on trust. Our agreements are reached organically through our network of contacts and based on contra-deals that deliver huge value for RED Driving School and the public figures eager to get on the roads.

We have helped many celebrities and influencers pass their driving test. This includes Little Mix’s Perrie Edwards, Game of Thrones stars Maisie Williams and Kerry Ingram, YouTuber and Strictly Come Dancing participant Saffron Barker, singer Paloma Faith, and model Anaïs Gallagher – Noel Gallagher’s daughter.

In the last twelve months, we’ve worked with a wide range of influencers including activist and author Chidera Eggerue, aka The Slumflower, model Portia Prince and newly turned seventeen-year-old YouTubers Grace & Grace.

RED brokered an agreement with Little Mix star Perrie Edwards. We matched her with local instructor Andy Rainford-Jones, who worked with Perrie to get her driving test-ready.

In January, Perrie passed her driving test with the help of RED. Delighted, she posted on her Instagram singing (literally) the praises of RED and her instructor Andy. Perrie has 10.6 million followers. Her post attracted more than 607,000 likes and almost 4,400 comments. RED was inundated with learners looking to drive with Perrie’s driving school of choice, experiencing a 50% uplift on its website and an incremental increase of 1,000 visitors.

The news was picked up by showbiz editors, resulting in nine pieces of coverage, including in Mail Online, The Sun and Metro. All pieces included prominent, RED-branded imagery thanks to the inclusion of Perrie’s Instagram post posing in front of the RED learner car.

This partnership with Perrie has opened additional conversations with celebrity learners, and we’re currently working with TV personality Scarlett Moffat. The logistic and creative process was managed end-to-end by The PHA Group.