Argos released the third installment of “Arghaüs,” a four-part mockumentary series that reimagines the retailer’s products as high-concept art pieces. The campaign, developed by Billion Dollar Boy, features social media creators portraying characters in a fictional art gallery setting.

The latest episode, launched on August 1, introduced comedian Asim Chaudhury as Achänlèy Chardonnay, a workshop facilitator navigating the gallery’s chaotic environment. Previous episodes showcase creators Chris Hall as gallery executive Finn Hawksmoor and Abi Clarke as head curator Yolanda Voltage.

The first two episodes generated over eight million impressions with 90% positive sentiment, according to Argos. The company reports an 8-14% increase in “top of mind” brand awareness since the campaign’s June 17 launch.

As of August 4, the Chaudhry-led episode had been watched 5,918 times on Argos’ owned TikTok channel with 96 likes, while on Instagram Reels, 1,867 users had liked the video, according to The Drum.

Hannah Bussell, Influencer Lead at Argos, described “Arghaüs” as the retailer’s “most ambitious creator campaign to date” in both scale and creative vision. The series aims to highlight Argos’ monthly curated selection of products, known as The A-List.

Rowland Smith, Creative Director at Billion Dollar Boy, explained that “Building a world like Arghaüs meant we could co-create with talent to develop characters, storylines, relationships and tensions. All the ingredients of episodic storytelling.”

Creator-Led Strategy Drives Engagement

The campaign features seven creators with a combined following of 17.8 million across social platforms. Each two-minute episode focuses on different characters dealing with gallery scenarios ranging from opening-night chaos to catering mishaps.

“The campaign is our response to rising audience engagement with long-form content,” said Bussell. “Through Arghaüs, we’ve elevated that format into a rich, episodic social series.”

The fourth and final episode, scheduled for release later this month, will feature Em Walbank as Beatrix Healey, a reporter for Prodication Magazine. PHD UK leads paid media support across TikTok and Instagram, where the complete series appears.

Ed East, Global Chief Executive and co-founder of Billion Dollar Boy, noted that the campaign reflects “Argos’ willingness to experiment, and a growing confidence in the potential of creator marketing.”

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