Social Media Agency Coolr Appointed as UK Social Team for ITV's The 1% Club

The 1% Club has appointed Coolr to manage its social media for the award-winning show hosted by Lee Mack which returned on Saturday night.

In The 1% Club, 100 contestants begin every show - but to make it to the end and win the top prize of up to £100,000, contestants must correctly answer questions based on 'logic and common sense' that get progressively harder each round. It culminates with a question that only 1% of the UK population can answer.

The social campaign led by Coolr will aim to build a solid community of fans and widen the target demographic via engaging TikTok for the first time, in addition to building on existing social channels.

Adam Clyne, founder of Coolr commented: “We’re really happy to be working with The 1% Club, arguably the best Saturday night TV show. The show’s brain-tingling questions are perfect for social media and we have big plans to get it continuously trending across TikTok and Twitter”.

Dean Nabarro, co-creator and producer at The 1% Club, commented: "The show seemed to engage viewers really quickly as they wanted to see if they could answer questions that only 20% or 10% or even 1% of the country could get right. Social media has been an important part of the success so we are excited to be partnering again with Coolr. In fact - we listened to feedback on social and discovered that people wanted to play along with an App, which we are excited to be launching with this series."

The 1% Club is currently on Saturdays at 9:25pm on ITV1.