Submitted by Brave Bison

UKTV Delivering Babies Instagram Creator Campaign

Influencer Marketing

Brave Bison ran an Instagram creator campaign of real birth stories for UKTV's Emma Willis: Delivering Babies, which the agency reports drew +6.5M views.

+6.5MViews
+179KEngagements
+62KLink Clicks

Case in 60 seconds

Building on the success of the third season of Emma Willis: Delivering Babies, UKTV needed the new series to drive audience engagement and reinforce the show's reputation for real-life storytelling, while sparking meaningful conversations around childbirth.

Brave Bison cites audience insights showing that people responded most strongly to raw, real and personal stories, so the campaign turns on first-hand birth footage from new mothers rather than on promotional material from the broadcaster.

The organizing thesis is social-first storytelling that celebrates birth itself, so the new series is framed through real parents' experiences and a spoken-word piece rather than through the broadcaster speaking on its own behalf.

Brave Bison partnered with poet Jess Urlichs on a spoken-word piece celebrating birth, while influencers and new mothers shared real footage from their own birth experiences and influential new parents amplified the campaign organically. Instagram's "Add Yours" sticker invited audience participation, and a targeted Paid Social approach boosted top-performing creators and posts around peak viewing periods.

Brave Bison reports +6.5M views, +179K engagements and +62K link clicks for the campaign, although the page does not separate organic from paid delivery or attribute the figures to individual creators or posts.

Strategy Breakdown

The audience of Emma Willis: Delivering Babies and new parents, whom UKTV wanted to draw into meaningful conversations around childbirth while strengthening the connection between the broadcaster and its viewers.
A returning series has to renew attention after a successful earlier run, so UKTV needed the new series to drive engagement on its own terms rather than rest on the reputation built by the third season.
UKTV acts as host of real parents' stories rather than as narrator, strengthening its connection with the audience by giving influencers and new mothers the space to share their birth experiences in their own footage.
The page cites audience insights that people responded most strongly to raw, real and personal stories, which is why the campaign relied on real birth footage and on the "Add Yours" sticker to draw personal contributions.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Brave Bison

Participation mechanic

  • Instagram's "Add Yours" sticker invited the audience to add their own contributions to the campaign, which the page credits with encouraging participation and community building.

Creator role

  • Jess Urlichs

Results & Evidence

MetricValue
Views+6.5M views
Engagements+179K engagements
Link Clicks+62K link clicks

Why Brave Bison's strategy worked

  1. 1

    Allocating Paid Social budget towards top-performing creators and posts lets spend follow demonstrated response rather than predicted reach, because money is committed only after the organic content has shown what the audience answers to.

  2. 2

    A participation device such as Instagram's "Add Yours" sticker turns a programme promotion into a shared collection of audience stories, because viewers contribute their own experiences rather than only watching those of others.

  3. 3

    Timing paid boosts around peak viewing periods ties social activity to the broadcast schedule, so the content meets people close to the moment they choose what to watch rather than at an arbitrary point.

  4. 4

    Setting a poet's spoken-word piece beside first-hand birth footage gives the campaign a crafted emotional anchor as well as documentary proof, so the work carries both registers rather than relying on one of them alone.

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