Last week we introduced Gemma Collins to the world of design (and corporate life), appointing her as Canva’s “UK Creative Director”.
With the simple message that, given the right equipment – in this case a ‘GC Tone of Voice Toggle’ for their Magic Write tool – anyone can design like a Diva.
While most people use Canva to whip up a quick social post or a presentation, we wanted to use Gemma to bring “diva-level” energy to the corporate world.
Ahead of launch, we seeded intrigue with a surprise LinkedIn moment, as Gemma appeared on the platform with an #OpenToWork profile, complete with a post teasing her next big move. Sparking speculation and conversation, with Canva’s own LinkedIn account joining the discussion in the comments
Then we launched with a 90s mockumentary, filmed in Canva’s offices, featuring Gemma navigating “corporate shorthand” and awkward virtual meetings.
Amidst the chaos, we introduced “ChatGC”- a limited-edition Gemma Collins tone of voice for Canva’s Magic Write tool – alongside a bespoke collection of Gemma-inspired templates. This allowed users to transform everyday text into full-blown “Gemma-isms” in seconds.
And, just like Gemma, the results so far have been truly iconic.
Our Youtube video of Gemma’s day in the office has been viewed almost 80,000 times and her own reel has been viewed over half a million times (with over 4,000 likes and almost 200 comments).
Media have absolutely been eating it up, with stand-out pieces in the Daily Mirror (and OhMyMag), New Magazine and a drumbeat of pieces in the creative trade – a critical audience for Canva – such as the Drum, Little Black Book and Creative Brief.
With more to come, this campaign has really helped place Canva at the heart of UK popular culture and in front of a whole new audience.
