Since its US launch in 2005, the Huffington Post has become the US's most read news site. However, in the UK the site was almost unheard of. Total Media was therefore tasked with launching Huffington Post into the UK.

The UK launch in July 2012 had to drive traffic to the site and create buzz around the launch, driving engagements with this new innovative new player in the UK news market from the industry and consumers alike.

The idea 'Blog All About It' was created as an embodiment of the blend of old and new media where classic features of the newspaper industry were updated for a technology-centric world. This UK media first campaign pushed the boundaries of outdoor media whereby digital posters in London's major railways stations, that incorporated a live Twitter feed whereby individuals were invited to tweet their views about regularly streamed news headlines using the hash tag #huffpostuk, laid at the centre of the campaign for 10 days.

Blog All About It' exceeded all objectives, attracting wide-spread attention from mainstream and industry press and launching the Huffington Post into the UK blogging community, which even attracted celebrity bloggers such as Gordon Brown & Ricky Gervais. However, the real success laid with the participatory element as people's contribution resulted in #huffpostuk trending number 1 on Twitter. As a result of the campaign regular readership also doubled and since the launch there have been over 2.6 million unique visitors to the UK site.

This was a UK media first campaign which utilised social media to push the boundaries of outdoor media and won a 'Highly Commended Clear Channel award for Best Use of Digital in Outdoor'.