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Submitted by InfluencerAgency IPI Score 59/100

BBC Earth Seven Worlds, One Planet Creator Reactions

Influencer Marketing

Influencer worked with 4 creators on Instagram and Twitter to spread awareness of the first episode of BBC Earth's Seven Worlds One Planet, reporting a 20M audience.

20MAudience
300KViews
36KEngagement

Case in 60 seconds

BBC Earth needed awareness for the first episode of its new series, Seven Worlds One Planet, and wanted audiences moved to its YouTube channel, so one quick turnaround campaign had to serve two aims at once.

The campaign turns on shared concern rather than reach alone, because the agency chose creators with an interest in creating awareness of the current state of the planet, whose audiences already care about the subject of the series.

Creators would act as both messengers and footage, spreading word of the first episode on their own channels while their filmed reactions gave the BBC material it could publish on its own social media channels.

Influencer worked with 4 creators who spread awareness of the first episode of Seven Worlds One Planet over Instagram and Twitter, and each creator filmed live reactions so the BBC could produce a montage for its social media channels.

Influencer reports a 20M audience, 300K views and 36K engagement for the campaign, which the page describes as a quick turnaround, without breaking those figures down by platform or by creator.

Strategy Breakdown

Followers of creators with an interest in creating awareness of the current state of the planet on Instagram and Twitter, and viewers the campaign set out to drive to BBC Earth's YouTube channel.
The page ties the creators to awareness of the current state of the planet, which places the series inside an existing public concern rather than presenting it only as a new programme to watch.
BBC Earth used creators as the first voice for the series and kept its own YouTube channel as the home for extra behind the scenes footage, so creator attention was pointed toward a property the brand owned.
The live reaction format rests on audiences responding to other people watching, because a creator reacting to the first episode stands in for the episode itself, which the BBC then reused as a montage.

Creative & Execution System

Assets & channels

  • Instagram
  • X (Twitter)
  • YouTube

Partners

  • Influencer

Results & Evidence

MetricValue
Audience20M audience
Views300K views
Engagement36K engagement

Why Influencer's strategy worked

  1. 1

    Casting creators for their interest in the subject a series covers rather than for scale gives a broadcaster advocates whose content already matches the programme, so the promotion is concern rather than advertising.

  2. 2

    Asking creators to film their live reactions turns one activation into two outputs, because the brand gains footage for a montage on its own social media channels alongside the posts the creators publish.

  3. 3

    Pairing an awareness aim with a destination such as a YouTube channel holding extra behind the scenes footage gives the audience somewhere to go after the creator post, rather than ending the journey at the post itself.

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