Submitted by FanClub

ITV The Voice Kids UK Influencer Screening

Influencer Marketing

Fanclub brought lifestyle vlogger Emily Canham to an exclusive screening of The Voice Kids UK for ITV, and the agency reports a potential reach of 3.4M people.

47KLikes
800Comments

Case in 60 seconds

ITV wanted to reach younger audiences and engage youth audiences for its key shows, which is why the broadcaster brought Fanclub in to run an influencer marketing campaign around titles such as The Voice Kids UK.

The campaign turns on fandom that already runs between creators and the show's celebrity judges, because a creator who is openly a Danny Jones fan brings an audience that over-indexed against viewers of The Voice Kids.

Fanclub used its insight around fans and the networks around the celebrity judges to cast a creator whose own fandom matched the show, so an invitation to an exclusive screening carried the whole campaign.

Fanclub secured vlogger and lifestyle influencer Emily Canham, a Danny Jones fan, to attend an exclusive screening of The Voice Kids UK, and her invite produced 11 pieces of organic content for her own audience.

Fanclub reports that the single invite produced 11 pieces of organic content with a potential reach of 3.4m people, as well as 47,000 likes and over 800 comments on that content.

Strategy Breakdown

Younger audiences and youth audiences for ITV's key shows, and specifically the target fans and viewers of The Voice Kids UK.
A broadcaster trying to engage youth audiences for key shows has to meet them through voices they already follow, so ITV needed a creator whose audience overlapped with the viewers it was after.
ITV acts as host, giving a fan access to an exclusive screening of The Voice Kids UK, so the brand appears through the creator's experience of the show rather than through its own message.
Fans follow creators who share their enthusiasms, so a creator known as a Danny Jones fan carries an audience that Fanclub says over-indexed against the audience of The Voice Kids.

Creative & Execution System

Partners

  • Fanclub

Creator role

  • Emily Canham

Results & Evidence

MetricValue
Likes47K likes
Commentsover 800 comments
Organic Content Pieces11 pieces

Why FanClub's strategy worked

  1. 1

    Casting a creator through a personal link to on-screen talent can secure audience fit, because a fan of a judge brings followers who already over-index against the show's own viewers.

  2. 2

    An exclusive screening gives a creator a reason to post on their own terms, so a single invitation can yield a run of organic content rather than one contracted post.

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