01 — Project details
Ahead of the legendary Sir David Attenborough's 100th birthday, the BBC Wildlife Magazine team came to us with a brief to create a strategic campaign that would help them achieve the budgeted sales target of 700 copies.
02 — Creative process
Researching
As BBC Wildlife Magazine have done many articles on Sir David Attenborough in the past I started by collating all their top and evergreen articles we could use within our promotion. I was keen to make use of as much imagery and video content as possible, so I briefed the brand on all the potential assets I would need. I also collated a list of all of Attenborough's documentaries and researched what was trending the most across social.
Planning
After briefing the brand team on the assets an issue arouse where we had rights issues with the BBC Studios to be able to use any video footage.
Unfortunately as time was against us we had to make the decision to change the originally video-first campaign to be better catered to the assets available to us.
I created a strategic social and email campaign that would lean on the existing content we have available on the brand site whilst also highlighting the new exclusive content available in the new special.
Utilising this huge milestone and centering the strong passionate community that cherishes Attenborough and his work as the main TOV for this campaign.
Executing
With the help of my colleague we created multiple assets that could be used across all channels ensuring of course that each were tailored specifically for the different channels.
We created a set of hard sell marketing assets that focused mainly on the price and specific USPs of the special edition. As well as more engagement led assets that utilised the existing content on the brand site that we drove traffic to that had the special edition promotion signposted throughout the article.
For the engagement posts we made use of the passionate community that supports Attenborough's work by creating polls and asked questions that would encourage comments and discussions in the comment section.
Reporting
Although we weren't able to run a video-first campaign that would've aided in highly engaged social campaign. We were still able to surpass the budgeted target of 700 copies sold and have sold over 1000 copies generating over 12K in revenue.
57% of those customers are new to Our Media customers opening up fresh leads for our subscriptions team.
44K
Pageviews to brandsite
+556K
Impressions
+946
IG followers
03 — Results
This campaign became such a success that I was invited to present at our monthly company Get-Together. Highlighting to the other brands in the company portfolio that new content doesn't need to be created in order for something to be successful, and showcasing the importance of leaning on your existing content to be repurposed for different channels, and linking to different products that align well.
Here I utilised the first comment feature on Facebook, by adding in a CTA under an engagement led post that asked the BBC Wildlife Magazine followers if they will be watching the live BBC special, advising where they could watch it, and ensuring that the special promotional assets were signposted throughout the article.
Happy 100th Birthday Sir David Attenborough 🎉
Celebrating 100 years of Sir David Attenborough 🌍✨
This special edition from the makers of BBC Wildlife Magazine honours the 100th birthday of one of Britain’s greatest treasures. Across 132 pages, explore the defining moments, innovations and wisdom of the man who transformed how generations understand life on Earth.
Featuring archive interviews, behind-the-scenes moments and a look back at iconic BBC series including Zoo Quest, Life on Earth, The Blue Planet and more, plus stunning photography from throughout his remarkable career.
A must-have celebration of a true legend, head to the link in bio to get your copy 🔗
📷@BBCstudios @alexboard1
#davidattenborough #happybirthday #100yearsofattenborough
Slide into the world beneath the waves 🌊
From vibrant coral reefs to the vast open ocean, Sir David Attenborough reveals why our seas matter now more than ever.
But with so much at stake, the question is what happens next?
👉 Swipe through to explore
🔗Head to the link in our bio to read the full article
Pinned comment: Explore the legacy of Sir David Attenborough. Grab your special edition via the link in our bio 🔗
Slide through some of the most magical wildlife moments captured with Sir David Attenborough 🎥
From millions of red crabs on Christmas Island to playful penguins and dramatic iguana encounters, these scenes remind us why his work matters.
Head to the link in our bio to read the full article today 🔗
📷 @BBCStudios
#davidattenborough #100birthday #sirdavidattenborough
Looking for something to watch to celebrate Sir David Attenborough’s 100th birthday?
We're inviting you to celebrate his incredible legacy by exploring the 21 most unmissable nature documentaries. 🎥
We want to hear from you: Which of these groundbreaking documentaries holds the title of your all-time favourite? Share your pick and tell us why in the comments below! 💬
Ready to start your marathon? Head to the link in our bio to see the rest today 🔗
Pinned comment: Celebrate 100 years of Sir David Attenborough. Get your special edition copy via the link in our bio 🔗
