Client: BBC

Client: BBC

Omni-channel acquisition and retention campaign

  • Run across Email, Facebook and Instagram

  • 5x jump in overall audience engagement

PROBLEM

This year we collaborated with the BBC to help drive usage of the BBC Sounds app. The aim was to drive downloads of the app and retain users by nurturing them into using BBC Sounds as a habit.

To achieve this we created an omni-channel campaign to promote the app using:

  •  A welcome campaign

  • Educational content on how to use the app

  • A dedicated newsletter highlighting new content

Social assets

To support the email programme we also created a series of social media assets.

This included different variations of Facebook and Instagram ads; collections, carousels and standard videos. We chose two styles of video to run across different platform:

  • A Top 5 Podcasts/Mixes ”countdown-style “ format - To create intrigue and keep people watching until the end.

  • A personable “Presenters” format - Focusing on lighthearted moments from presenters in different podcasts.

To keep the content relatable we selected videos from presenters in lockdown as opposed to glossy promo shots. The content shown was personalised depending on a user's preferences, so they would be shown podcasts or music mixes depending on their segmentation.

It was important for us to ensure people would not get bored of seeing the same ad on different platforms. So each video focused on showing content and presenters in different formats.

Let’s

create

together

Got a project or want to know more about what we do? Drop us a message here, and we'll get back to you.

Let’s

create

together

Got a project or want to know more about what we do? Drop us a message here, and we'll get back to you.

© 2011-2024 Action Rocket Ltd. All rights reserved.

© 2011-2024 Action Rocket Ltd. All rights reserved.

© 2011-2024 Action Rocket Ltd. All rights reserved.