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BBC EARTH
….. Marketing with Purpose
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A CONFLICTED WORLD
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BBC EARTH .. Marketing with Purpose 1 1 A CONFLICTED WORLD 2 2 - - PowerPoint PPT Presentation
BBC EARTH .. Marketing with Purpose 1 1 A CONFLICTED WORLD 2 2 - - PowerPoint PPT Presentation
BBC EARTH .. Marketing with Purpose 1 1 A CONFLICTED WORLD 2 2 W E H A V E I M P O R T A N T S T O R I E S T O T E L L 3 3 PLANET EARTH II Created a global moment Inspired a global conversation Built on the legacy and love for
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W E H A V E I M P O R T A N T S T O R I E S T O T E L L
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Created a global moment Inspired a global conversation Built on the legacy and love for Planet Earth Brought in new audiences PLANET EARTH II
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Building the campaign
STORY OF LIFE APP YOUTUBE LIVE EXPERIENCES PHOTOGRAPHY YOUTUBE COMMS V SAUCE LIVE MUSIC CONSUMER PRODUCTS CAMPAIGN GOOGLE EARTH BLIPPAR
DIGITAL PARTNERSHIPS CONTENT INNOVATION SCALE LONGEVITY PLANET EARTH II
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SNAPCHAT
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Nature and Science segmentation
Interest in Nature and Science INTEREST IN NATURE & SCIENCE NATURE & SCIENCE MEDIA BEHAVIOUR
- EST. SHARE OF BBC
EARTH AUDIENCE FIND ME…
At school, watching TV, on dad’s ipad On snapchat, Instagram, YouTube Facebook, YouTube, Websites TV, YouTube, Events, Cinema, Cruise TV, Magazines, gardening, ipad
TV, Gardening, High End Travel SPEND
$$$ $$ $$$ $$$ $$ $$
OPPORTUNITY MOST LUCRATIVE GROUPS CORE TV AUDIENCE
Greenpeace, blogs
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5%
Low penetration
13% 6%
Over indexing on social
18%
Over indexing on social
25%
Over indexing all platforms
18%
Over indexing on TV
12%
Over indexing on TV
<5%
Maximizing reach
SEGMENT
6-12 13-24 25-35 25-55
(parents)
45+ 45+ All ages
LIFECYCLE
20%
12% 20% 15% 16% 8% 9%
Kids: Boys and girls 6-12 Online Science guys: Male skew 13-24 Social mavens: Females 13-24 Busy professionals: Male skew 25-35 may have young kids Aspirational Families: Parents aged 22-55 with kids 6-12 Factual Followers: Male skew 45+ Laid-back Nature Watchers: Female skew 45+
Save the World: Spans all age groups (attitudinally defined) < 5%
INFLUENCERS
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S O F A R S O H A P P Y
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The RHP launched in February 2017 during the US run of Planet Earth II. To date we’ve started
- ur journey on our own channels with two proof points in mind
To demonstrate that there is an appetite for natural world content delivered through new digital channels To add to the evidence that natural world content can genuinely make people happier
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S O F A R S O H A P P Y
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SO FAR SO HAPPY
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Building momentum
SHARE YOUR HAPPINESS GIFTS OF HAPPINESS SCIENCE CONTENT MANIFESTO CELEBRITIES & INFLUENCERS
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