| Title | BBC ONE THE APPRENTICE |
| Brand | BBC |
| Product/Service | THE APPRENTICE TV BUSINESS REALITY SHOW |
| Category |
A07. Social Data |
|
Entrant
|
HAVAS MEDIA London, UNITED KINGDOM
|
|
Idea Creation
|
SOCIALYSE London, UNITED KINGDOM
|
|
Media Placement
|
HAVAS MEDIA London, UNITED KINGDOM
|
|
Production
|
SHOTGLASS MEDIA London, UNITED KINGDOM
|
Credits
| Amy Hewis |
Socialyse |
Account Manager |
| Ross McCormack |
Socialyse |
Data analyst |
| Jade Holmes |
Havas Media |
Account Manager |
| Sky Jusaityte |
Socialyse |
Social trader |
| James Cooper |
Shotglass |
Executive Producer |
| Klein Borrill |
Shotglass |
Producer |
The Campaign
The BBC client was highly engaged with Havas Media’s philosophy of organic marketing: using data and content to maximise campaign effectiveness. By placing greater emphasis on owned and earned media channels, paid media could then be used to maximum efficiency to amplify the best & most engaging content. This represented innovation as it moved away from the way previous series had been supported, with paid media being the principle route to market. With the BBC on board with that approach, we needed to ensure it delivered on this brief.
This Organic approach based on real time Data insights was a perfect fit and as true innovation for The Apprentice as it had never been done before with the BBC and we knew that there’s a clear link between online conversation and programmes like this, with 87% of viewers now second screening and 25% accessing Twitter during live TV (Source: Nielsen & eMarketer).
We smashed our two key objectives, making both us and the client extremely happy:
1) Objective: Make owned and earned content for The Apprentice work more efficiently on Social platforms.
• There was a 60% increase in engagements on Twitter
2) Objective: Through earned and paid media, increase reach and engagement whilst decreasing CPE
• When comparing vs. a standard, paid media only approach, the organic first activity reduced CPE by 50% across both Facebook and Twitter
• Paid Facebook Engagement Rates increased by 242% and paid Twitter Engagement Rates increased by 537%
This work is relevant for the Media Lions, because it shows how one of the biggest media brands in the UK used an Owned Earned Paid approach to successfully engage the audience around one of its flagship programmes, radically improving efficiencies against previous paid media-only support.
This Organic Marketing first approach based on Real Time Social Data was a true innovation as it marked a real departure from how previous series of the Apprentice had been supported, with the predicted and reactive content, enriched by data and week-on-week learnings to drive creative that truly delivered against objective.
We recognised that this online chatter is especially typical for our 16-24 year old Digital Oxygenites who often become ‘bored’ despite having access to more devices and more content online than any of their predecessors.
To overcome this we needed to target them in moments of receptivity with content that captures their attention – becoming part of their social dialogue was a fantastic opportunity to do this.
We used our Social Newsroom, to activate earned and paid in the following ways:
• Used social listening and data analysis to understand conversations around The Apprentice, recommending relevant content based on learnings in order to increase engagement
• Amplified the most engaging assets in real-time, in order to nimbly adapt spend depending on engagement and live conversations