BBC FIRST #WHATSNEXT

TitleBBC FIRST #WHATSNEXT
ClientBBC WORLDWIDE
Product / ServiceSUBSCRIPTION TV CHANNEL
CategoryC02. Use of Social in a PR campaign
EntrantADHESIVE PR Sydney, AUSTRALIA
PR Agency ADHESIVE PR Sydney, AUSTRALIA
Entrant Company ADHESIVE PR Sydney, AUSTRALIA

The Campaign

CHALLENGE: - Launch BBC First into the Australian market with a bold, imaginative and innovative campaign. Engage with “culturally curious” 25-54 year old, affluent Australians and rally them to interact with the new channel. OBJECTIVES: - Create noise and galvanise excitement in an all-inclusive way, generating traditional PR editorial coverage. - Communicate BBC First's brand values of bold story telling, suspense and intrigue. STRATEGY: - Tap into the (digitally savvy) target audience's appetite for compelling and sophisticated content with a PR & Social Media-led integrated campaign. - Develop a world-first creative platform to inject news value for press and create authentic and original content, communicating brand values. - Enlist a relevant local spokesperson to curate the project. The creative: - '#WhatsNext': The world’s first crowd-sourced Twitter drama, written in real-time by the public over one week and curated by leading filmmaker, Gracie Otto. EXECUTION: The mechanics: - Announced in mainstream media with Gracie Otto delivering key messaging. - Each evening, the ‘Twittersphere’ tuned into @BBCFirst to collaboratively contribute to a live, unfolding drama to dictate plot, character and narrative progression. - The following morning, the curated chapter was uploaded to www.bbcaustralia.com/whatsnext crediting all authors via their Twitter handle. PR RELEVANCE: - Lead channel: PR coverage was a prerequisite of the brief and launched the campaign ahead of going live on social. OUTCOME: - PR coverage reached 86% of Australian population. - 240% uplift in new Twitter followers and 260% increase in average tweet impressions.

The Brief

OBJECTIVES: - Create noise at time of launch in an innovative way, across multi-channels, led by PR. - Engage with “culturally curious” 25-54 year old, affluent Australians and rally them to engage with the new channel. - Communicate brand values of suspense, intrigue and bold storytelling. - Drive traffic to BBC First website and engagement with social channels. - Synergy by bringing to life advertising strapline ‘What’s Next?' RESEARCH AND PREPARATION: - Identification and comprehensive briefing of spokesperson. - Development of narrative structure and executional process ahead of a fast-paced and unpredictable, live launch.

Results

OUTPUT & AWARENESS: - 30+ press editorial and social hits reaching 19 million Australians (86% of population). - 100% key message penetration (call to action). - Views of microsite content exceeded KPIs by 130%. - Participation in campaign from high profile personalities from worlds of fashion, music and media. ACTION & BUSINESS IMPACT: - 240% uplift in new Twitter followers on @BBCFirst in one week. - Daily tweet impressions up 260% against 28-day average.

Execution

PREPARING FOR SUCCESS: - Development of assets including: TVC, responsive microsite and PR/social assets. - Briefing and co-creation of narrative framework to maintain control of output. - Development of robust comms process to coordinate multiple stakeholders during real-time content creation. THE EXECUTION: - Campaign announced by PR driving editorial awareness and call to action across print, online and radio with filmmaker Gracie Otto. - Each evening, the ‘Twittersphere’ tuned into @BBCFirst to contribute collaboratively to a live, unfolding drama to dictate plot, character and narrative progression. - The following morning, the curated chapter was uploaded to a responsive microsite, crediting all authors via their Twitter handle: http://www.bbcaustralia.com/whatsnext/ - Piggybacked Gracie Otto’s social channels to engage a like-minded audience, supported with strategic spend. - Issues management: By handing over creative reigns to the public, the idea was inherently unpredictable. Spontaneous, decisive thinking was crucial to the campaign's momentum and success.

The Situation

CHALLENGES & OPPORTUNITIES: - Accessibility: As BBC First was a new channel only available to paying Foxtel (subscription TV) customers, we needed to create a platform that was: a) Accessible by all. b) Provided a genuine news hook for media. - Low awareness: A brand new channel with low awareness and a very specific target audience. - Talent: Despite a wealth of BBC-affiliated talent, no access to any celebrity spokespeople to drive media interest. - Social audience: With BBC First Twitter and Facebook accounts in their infancy, there was a limited ‘in built’ audience to engage.

The Strategy

INSIGHT & TARGET AUDIENCE ANALYSIS - Our target audience is digitally savvy and holds a voracious appetite for sophisticated and compelling content. If the content resonates, it will get shared. STRATEGY: - Tap into the target audience's appetite for suspenseful content with an engaging PR & Social Media-led integrated campaign. - Develop a world-first creative platform to inject news value for press and create authentic and original content, inspired by BBC First brand values. - Leverage BBC website and social properties within the consumer call to action to drive direct traffic. - Reward public participants and encourage ongoing engagement by personally 'hero-ing' their contributions and stimulating 1-2-1 dialogue via Twitter. THE CREATIVE: The world’s first crowd-sourced Twitter drama, written in real-time by the public over one week and curated by leading filmmaker, Gracie Otto. Titled “#WhatsNext”, the campaign was driven by the same search-friendly hashtag.

Credits

Name Company Position
Rami Mallis Adhesive PR Group Account Director Australia & New Zealand
Ben Hock Adhesive PR Senior Account & Creative Manager
Linda Deubel BBC Worldwide Director of Brands & Marketing Australia & New Zealand
Richard Hill BBC Worldwide Head of Digital Marketing Australia and New Zealand
Tony Perna BBC Worldwide Digital Marketing Community Executive
Sophie Carrad BBC Worldwide Digital Marketing Content Executive at BBC Worldwide