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Female Blyk Case Studies

Female Blyk Case Studies. Youth media that works. Living TV – delivering frequency through engagement. Media Objectives Build an audience of viewers for Living TV’s ‘Britain’s Next Top Model’ Identify a new audience and capture the attention of lapsed viewers of the show

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Female Blyk Case Studies

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  1. Female Blyk Case Studies Youth media that works

  2. Living TV – delivering frequency through engagement • Media Objectives • Build an audience of viewers for Living TV’s ‘Britain’s Next Top Model’ • Identify a new audience and capture the attention of lapsed viewers of the show • Increase and sustain viewing figures • Generate awareness of the series • Stimulate hype and continued interest before and during the 10 episodes • Build and maintain a relationship between show and audience • Complement the media mix • The Blyk Solution • Blyk created a three step bespoke communications plan to drive frequency of message through engagement • Step One: segmenting an audience of new and lapsed female viewers of the show • Step Two: engage and re-engage them with timely and relevant messages at the start the series • Step Three: build a bespoke BNTM WAP site hosted on Blyk to allow more in-depth engagement week-on-week • With free preview clips of each episode and other content, available to download • All activity took place over a period of 11 weeks in line with the series • Each message was strategically timed to coincide with BNTM’s programming schedule • Focussing awareness from all media activity at a relevant time to drive viewing

  3. Living TV: Britain’s Next Top Model - Results • Step one: created a ‘BNTM audience’ to re-engage with relevant messages • 77% new viewers and 23% lapsed viewers • 7% of all female Blyk members questioned had seen the last series of BNTM • Step two: MMS and SMS activity delivered over 15,000 impressions on the ‘BNTM audience’ across two messaging periods • A Blyk poll found that over one in ten of respondents had watched episode one of BNTM • Step three: across week 3 to week 11 an average of 3.4% downloaded the free exclusive preview clip straight to their handset • The WAP links had an average click through rate of 4% • The excellent level of response across each messaging stage demonstrates how frequency of message can be built through consistent and relevant engagement

  4. LIVINGtv – Raising Awareness & Increased Viewing Figures by 62% 22nd April 2008 21st April 2008 ^ Were you watching as Amanda saw her dreams dashed? Total Sample Size = 16,589 * Respondents = 3297 ^ Yes = 2186 ^ No = 920 ^ Other = 191 * (Same sample as original group) 14th April 2008 ^ Did you watch the last series? Total Sample Size = 18,095 Respondents = 4832 ^ Yes = 1347 ^ No = 3245 ^ Other = 240 +62.3% Post Show Pre Show 2hrs Before Source: Blyk Ad Engine (April 2008)

  5. Campaign Summary – Key Insights • Campaign successfully targeted 16-24 females whilst engaging new and existing viewers to LIVING’s BNTM. • Pre & post engagement communications show an increase of 62% of viewers stating that they had tuned in to watch the series. • This statistic is supported by the favourable qualitative responses received

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