BBC Sky at Night Magazine Masterclasses

01 — Project details

Since 2021 BBC Sky at Night Magazine has hosted a number of online webinars. The brand team wanted to continue the revenue generation of these educational talks whilst also increasing the brands social community engagement and magazine subscriber rates.

02 — Creative process

I created a video-first and community engagement led campaign that utilised the guest speakers social following and existing stunning photography. I also encouraged that all guest speakers needed to record a piece to camera that drove engagement and curiosity in the lead up to the talks.

Guest speaker videos

Talk 1 promotional reel

Talk 2 promotional reel

Talk 3 promotional reel

Series story promotion

03 — Results

Since taking on the project and helping with the social and email promotion of 5 masterclass series since 2023, I have generated over 34K in revenue and over 593K impressions. This approach helped to increase the Instagram engagement by 43% YoY.

+£34K

Revenue

+593K

Impressions

+9K

Link clicks

To build excitement and drive anticipation for the final live talk, I collaborated closely with the editor and host to produce a promotional video. The reel spotlighted a limited-time offer: 20% off tickets to the final talk, along with 50% off a digital copy of the May issue.

The reel delivered strong results, achieving a 167% increase in reach compared to our editorial reels. Beyond expanding visibility, it also helped cultivate a more engaged Instagram audience and provided a successful framework for the brand team to reference as they refine and re-strategise their social approach.

The Art of Solar Imaging post examples

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Watch on-demand https://bit.ly/41qwuZ2

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