GenZ'ers often have two online profiles.
Their main account is often well constructed and thought out, portraying their best self.
The other, a finsta/spam/priv, is an account in which they are their true selves and post unfiltered, real content.
giffgaff adopt youth culture by speaking to GenZ'ers in a way that they are familar with - giffgaff gets it's very own finsta account.
@giffgaffspam is launched, a platform where refurbished phones are spoken about naturally.
OOH features amplify the campaign, pointing the audience towards the giffgaff's finsta profile.