Sir David Attenborough (@AttenboroughSir) is, like our planet, one in a billion. So when his latest five-part documentary series launched on BBC iPlayer (@BBCiPlayer), the broadcaster turned to Twitter to help build anticipation around the release of #PerfectPlanet.
Filmed over four years, “Our Perfect Planet” is both a celebration of life on Earth and a powerful warning about the effects humans are having on it. With research showing that environmental issues are a key concern for young audiences, Twitter allowed @BBCiPlayer to engage with these topics, particularly around the final episode in the series.
Attenborough’s programmes are known for capturing scenes from the natural world that will take your breath away, so @BBCiPlayer created video and carousel ads for “Our Perfect Planet” that matched the series’ incredible production values.
Using striking animal-led footage, the videos raised awareness of the launch date while the single-destination carousel ads were used afterwards to highlight particular issues covered by the series. People could swipe through the cards to find out how different habitats were being affected by humans.
@BBCiPlayer used tools including demographic targeting, follower lookalike, and conversation topics to identify two audiences to target pre-launch: People who love to talk about must-watch TV and those with a passion for nature and the environment.
With the final episode really emphasising the message of the series, UK-wide premium Spotlight and Trend placements were used to further boost the conversation at a key time. Those who had engaged with the video adverts pre-launch were also targeted again afterwards.