Best practice from Headstream.
UKTV commissioned ‘Made in Britain’, a brand new show for their factual channel, Blighty. Featuring award-winning television comedian, Dom Joly (Trigger Happy TV), the programme saw Dom take an epic road trip around Britain in an attempt to fill his house from top to bottom with British-made products.
The objective was simple; to ultimately attract viewers for the launch and duration of the ‘Made in Britain’ series and gain a new Blighty audience whilst driving traffic to loveblightly.co.uk
Strategy and Implementation
Headstream’s strategy involved developing a creative online PR campaign encompassing publicity, promotions and social media activity. Headstream engaged audiences with exciting hooks, explored partnership opportunities and seeded out assets to all relevant audience groups.
The two key audience groups were ‘Broadminded Blackberries’; 30 – 39 ABC males and ‘Jacobs Creek Enthusiasts’; 25 – 35 parents and light entertainment viewers. Headstream carried out in-depth audience profiling and recommended that a targeted approach alongside mainstream exposure would secure the best results.
Headstream targeted a number of entertainment and lifestyle sites and ISPs with publicity assets from the show to secure wide exposure. Video assets from the show featuring Dom Joly talking about his experience were distributed and these were well received by the press.
Alongside this, a blogger relations strategy was put in place to tap into a niche but targeted audience. Using hooks from the show Headstream was able to engage with bloggers and seed out content that was relevant for them.
A number of brand partners and promotional tactics were also introduced in order to cement the campaign and extend reach. Headstream negotiated with two iconic brands, Roberts Radios and Mathoms to secure complementary merchandise for competition prizes.
As well as communicating with a mainstream audience, online communities and social networking platforms were populated and updated with fresh content to attract new fans and followers.
‘Made in Britain’ viewing figures show that it is the highest rating show on Blighty to date! Episode two peaked with viewing figures reaching over 68,000 which meant a 543% increase on the slot average since Blighty's launch.
Headstream successfully negotiated partnerships with Roberts Radios, Lush and Mathmos with an estimated prize value of £770.
A Roberts Radio competition on GM.TV gained 36,329 entries and a Blighty umbrella competition on Cinemas Online gained over 5,300 entries.
ISP coverage – Exclusive clips were placed on Yahoo! UK and Tiscali and entertainment home page splash and additional coverage appeared on AOL.
National coverage – Mirror.co.uk and telegraph.co.uk
Lifestyle – So Feminine, What to do with the Kids and Quintessentially Comedy.
The campaign gained over 50 million opportunities to see and resulted in an ROI of 50.
Web traffic to loveblighty.co.uk increased by 2,524 unique users in one month.
Twitter followers increased to 279.
Over 19 blog posts were secured with really positive feedback from independent bloggers:
‘I’m an avid supporter of buybritish.com and always try wherever possible to buy British goods and services. Consequently I was very interested to hear about a new TV show to hit our screens’- Diary from England
‘I don’t expect Joly’s efforts to reinvigorate the British manufacturing base, but it will be interesting to see what he comes up with.’ - We’re British Innit
‘I've not seen it, but the content looks pretty interesting and I like the basic idea behind the programme. A little bird tells me there’s a nod to the Savile Row suit’ - English Cut.
See a promo video from the campaign below.
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