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Building buzz for Bluey's first extended episode

  • Strategy
  • Creativity
  • Technology
  • Email

With record-breaking global views, Bluey is one of the most successful shows commissioned by content giants BBC Studios. Ranking number one on children’s channel CBeebies, it attracts an adoring audience of kids and parents. When we were briefed with creating excitement for a special 28-minute Bluey episode, we knew we had to deliver an innovative digital experience as joyful as the show itself.

Man meditating outdoors wearing headphones
CHALLENGE

Encouraging fans to save the date

‘The Sign’ was the first-of-its-kind episode to launch with a global release date. Its beating heart? A highly anticipated wedding, becoming the natural choice for the theme of our newsletter takeover. With objectives to improve engagement, increase dwell time, and boost episode views, our challenge was to craft an interactive design that would immerse audiences in the world of Bluey like never before

SOLUTION

An invite to the wedding of the year

To celebrate the occasion, we created an email in the style of a wedding invitation with a smooth click-to-reveal experience that would replicate the surprise and delight of opening a real-life envelope.

From choosing their meal to saving the date, audiences could engage with dynamic interactive elements and explore colorful visuals that echoed the show’s own animation. 

Solution-2

We set out to drive awareness of a new episode and its storyline, and ActionRocket helped us deliver this perfectly.

RICHARD SIMSON CRM Executive, BBC Studios
RESULTS

Happily ever after

A record-breaking growth in newsletter subscribers made this special invitation the best-performing Bluey newsletter yet! 

As well as being an inbox hit, the email saw industry-wide recognition and was adored by fans, sparking excitement and conversation across social media and beyond. This all contributed to the success of the episode itself, which became the most-viewed Bluey episode to date.

 

Result

The
impact

  • +26,000newsletter sign-ups in just three days
  • +50,000visitors to the Bluey webpage
  • +10Mglobal episode views

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