After just two weeks of activity, the impact of our online communities made Blue Planet II the third most viewed BBC programme of the year, with it climbing to ‘Most viewed of 2017’ once the campaign had been completed.
Our campaign had caused what the BBC called an ‘unheard of’ increase in their viewership, with an added audience of 500,000 watchers from week to week.
In this second week we had already hit our committed target of 700,000 views – emerging from the other end with a total view count of over 7.8million views.
We used our innate knowledge of social viral content and applied this to the Blue Planet series to create bespoke content pieces for a number of our communities.
By creating content that would sit naturally amongst our usual content pieces, the posts were not only absorbed positively by the audiences but shared on mass, enabling us to reach over 18.5 million people.