Case study


Nifty teamed up with mental health influencer SHINNy to raise his profile in order to help reach more people suffering with addiction and mental health issues.


A former professional rugby league player, boxer and musician, James ‘SHINNy’ Davenport has led an eclectic life that has been hampered by addiction to drink and drugs. Now more than four years’ sober, he has documented his journey to recovery through his Facebook page, on which he hosts regular live shows to help his audience battle their own demons.

At the start of his relationship with Nifty, his Facebook page had 35,000 followers. Less than two years later, his page had grown to more than 190,000 followers. Nifty spearheaded the growth of his page through PPC activities on Facebook, pushing his recovery message out to audiences demonstrating mental health-related interests and behaviours.

Having sufficiently grown his following, we were able to set up Facebook Subscriptions for SHINNy, which we utilised to set up an intimate, private support group for his audience where they would have access to daily shows from mental health experts for a small cost each month.

Nifty also used PR to grow his profile, securing him interviews with the likes of Manchester Evening News and BBC Radio Manchester, with coverage also circulated in national media.