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Digging deep into interactive email excellence

  • Creativity
  • Technology
  • Email

When Walking With Dinosaurs first aired in 1999, it revolutionised documentary storytelling. To celebrate the relaunch of the series in 2025, we brought that same pioneering spirit to an email campaign for BBC Studios. Pushing the boundaries of interactive email design, we created an immersive archeological experience where subscribers could become explorers, excavating fascinating facts and igniting their own excitement for the upcoming series.

Man meditating outdoors wearing headphones
CHALLENGE

Delivering innovative storytelling to inboxes

In an era of inbox saturation, BBC Studios faced the challenge of making subscribers stop, engage and feel eager for the return of Walking With Dinosaurs. The campaign needed to do more than announce the series – it had to create an experience compelling enough to drive viewership and strengthen subscribers’ connection to the brand.

SOLUTION

Interactive design transforms subscribers into explorers

We created an immersive, discovery-led email experience introducing the six main characters of the series, sparking curiosity and driving clicks to the core series page. Through interactive dig elements, dynamic fact files and layered storytelling, users were guided to unearth information about each dinosaur, echoing the show’s archeological focus and building excitement for the launch.

Solution-2

It has been fantastic to work with our brilliant CRM team and the super creative team at Action Rocket to bring back Walking with Dinosaurs to audiences around the world. The teams took our vision for the campaign and series to a new level with this innovative, interactive mail adding another exciting lever to the campaign, engaging audiences in a fun, creative way

ZAC RODGERS Head of Marketing, Factual at BBC Studios
RESULTS

Delighting audiences and impressing email experts

This campaign delivered exceptional engagement across all three segments of BBC Earth subscribers: Engaged, Lapsing and Lapsed. For each, the open rate and CTR surpassed comparable campaigns sent in the same period, and overall performance exceeded that of the BAU newsletter. It also garnered industry attention. Ben and Conor, the creative and coding brains behind the campaign, were interviewed for Flicemail’s YouTube series, and the concept earned a glowing review on EmailLove.

 

Result

The
impact

  • +27%Open rate
  • +2%Click-through rate
  • +98%Delivery rate

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