The Best Digital Marketing Campaigns in the World II

Case Study 40

BBC Africa

Market

United Kingdom

Descriptor

Using social media to engage with a television audience.

The challenge

Engage people in the upcoming David Attenborough-narrated BBC natural history series, ‘Africa’. The series was scheduled to air every Wednesday on BBC One at 9 pm and again on Sundays. The producers wanted to attract a younger audience and provide them with a richer and deeper appreciation of the series.

Target audience

The heartland BBC One audience with particular emphasis on younger viewers.

Action

• The producers of the show shared some fascinating statistics and stories from behind the scenes – many of which would never make it to air.
• The agency was convinced that alongside the TV marketing campaign there also ...