In June online retailer, Argos, dived into the world of content creation, with a social media series in which celebrities show off Argos products in a fictitious art gallery. The mockumentary, Arghaüs, developed in partnership with global creator-first social agency, Billion Dollar Boy. Arghaüs taps into the popularity of episodic videos on TikTok and Instagram and vertical dramas, scripted short-form series shot vertically for social. Its humours taps into Gen Z’s penchant for absurdity and satire, with madcap episodes featuring the gallery’s opening night chaos, press viewings, and dysfunctional team building.
The series, created to amplify the launch of The A-List, a monthly curated selection of top brands and must-have products and running across TikTok, Instagram Reels and Stories, has so far driven a 228% increase in engagement on the retailer’s social media channels and amassed eight million impressions with a 90% positive sentiment and an 8-14% uplift on top of mind brand awareness, according to Billion Dollar Boy and Argos. This has been helped in no small part by the series creators – Chris Hall, Abi Clarke, Paul Olima, Ella Willis, Em Walbank and Luke Millington-Drake – as fictional gallery staffers and art press. Together, they have a following of 17.8 million.
The third episode has just launched with comedian and TV personality, Asim Chaudhury, playing a workshop facilitator called Achänlèy Chardonnay and recasting everyday Argos products, such as coffee machines, air fryers, wireless headphones and electronic beauty tools, as high-concept art pieces.
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