Client: BBC
In 2023, Britain’s largest broadcaster was facing stiff competition. Category fragmentation fuelled by technological innovation and evolving viewing behaviours meant that the BBC had to work harder to attract and retain audiences. The BBC had long been participating in the established category convention to consistently produce and promote new content. New content excited audiences, fuelled talkability and drove intention to watch. The problem is that this left a vast amount of BBC iPlayer and Sounds Archive content on the table. In Summer 2023 Havas and the BBC spotted an opportunity to break this convention and drive additional viewing. An entirely new approach to social campaigns allowed us monitor current cultural conversation and match themes to existing archived BBC content. By tapping into existing conversation and responding in real time, not only were we able to piggyback on existing buzz rather than generating it ourselves, but we were also able to resurface old content to new audiences in an authentic manner. This new, reactive approach yielded transformative results, driving incremental viewing that otherwise would not have been realised. In 2023 alone this new approach delivered hundreds of thousands of iPlayer and Sounds interactions for numerous titles which had long lay dormant.
.png)
