Doing the right thing

for The Wrong Mans A digital campaign case study. Nov 2013

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Purpose of this case study

In March 2013 the campaign

support for The Wrong Mans was

being developed in the normal

way, with different teams creating

their own collateral

We wondered what would

happen if people worked together

to support a common aim

Multiple audience

experiences Targeted audience

experience

Different BBC teams

/ genres with different

campaign ideas

Single campaign

idea, executed by

individuals or teams

To do this we’d need a new way of

working

Awareness driving on-air, PR and radio (that would build anticipation

and drive to first TX) was already in development…

How could digital channels compliment this investment and extend

enjoyment and interaction throughout the series?

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What did we do?

First, we created an additional digital requirements section

within the trails briefing document

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What did we do?

Formed a cross-group working team to collaborate and

see the campaign through to series completion (not

just first TX)

Orchestrated by the Digital Lab, we met weekly – BBC

Comedy, Creative Marketing, Brand Marketing, Red

Bee, Audiences, Media Engagement, and BBC 2

Social

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Initial considerations

Replicate what had already worked well for other

campaigns, e.g. ‘Africa’, ‘Psychoville’

Invest into and leverage digital skillset inside the BBC

Comedy Team

Learnings should be shared – so analysis techniques

needed to be as generic as possible

Current tools (e.g. SecondSync) weren’t broad enough,

so the Digital Lab invested in new tools for the BBC

(Brandwatch) and insigated new processes (Social

Media Dips)

Putting this into

practice “This is a game changer Sam. The game has

changed”

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Beyond first TX

We recognised that digital media had a different role to play at different

points in the lifecycle of the series.

Pre Series

Inform, create

anticipation

During Series

Generate conversation, compel to watch (live

/iPlayer)

Post Series

Activiate fans for

repeats and

commercial

releases/ Series

Two

Pre TX

Introduce

characters

and stories

TX

Curate reaction,

amplify key plot

moments

Post TX

Curate

reaction,

extend story

(create iPlayer

demand)

Listen, measure, review, iterate

How do we get audiences to engage

with us? By understanding their motivations…

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Most people want light engagement Some want more involvement & deeper

engagement

‘Out of World’ ‘In World’

Our approach: Two strands of

online activity

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‘Out of world’ badgeable & shareable content ‘In World’ immersive and rolling deeper

How were these

different audience

strands delivered?

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1. Map the user-journey

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2. Translate to a total campaign plan

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The ‘uber grid’ – all activities mapped onto a single chart

and stored on a shared drive

3. Drill this down into a weekly

communications calendar

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‘Uber-grid’ reviewed every

week in order to assess

what’s working, what isn’t

and what should be added

for the next 7 days

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Campaign monitoring The Wrong Mans Team Ninjas met every week.

TV Overnights and Brandwatch were reviewed to

see what content was catching fire (not only what

was being shared but who was sharing)

and who our key influencers were - enabling us to

react accordingly.

Creative examples Out of World; creating shareable content

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Out of world;

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Out of world: BBC Comedy Team exploited every opportunity and

sweated every asset.

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Out of world: personalising for fans

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In World How we rolled deeper - creative examples

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In World:

Meet the show’s anti-hero – Noel:

The TV Production & Online team had created a series of

videos for Noel on Red Button, so we created a wider,

transmedia experience around his fictional world – and ran

it in real-time across the series

This gave super fans the opportunity to explore the world of

The Wrong Mans and roll deeper into the show

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INSERT NOEL ONLINE/BBC2 VIDEO HERE

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In world: The Noel Truth on Wordpress

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Being agile:

70/20/10% A campaign calendar gave us the 70% ‘traditional’

marketing plan with approximately 20%

“programmable” content we wrote in advance of

each episode.

The final 10% of activity was made up by being

reactive to both talent availability opportunities

and monitoring how audiences were reacting

online

Achieved by? Analytics & Agility

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Putting agility into practice – 10%

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Ideas delivered on a weekly basis – GBBO final

Putting agility into practice – 10%

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Response for viewers confused by plot, post ep. 5

Putting agility into practice – 10%

• Building up to the series finale with a social media countdown

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Putting agility into practice – 10%

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What happens when you need an immediate fix?

Champions League Celtic

V Barcelona on ITV

Final WC qualifier England

v Poland scheduled 8pm

on ITV

We knew we’d have to do something bold for Ep. 4…

The answer: #wrongmanathon

A live iPlayer tweetalong with James & Mat (an iPlayer

first, we believe)

Continuing through/ trying to protect live audience for

Ep.4

What could be achieved with only 5 hours notice…?

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What can you achieve with 5 hours notice?

Out of world: #wrongmanathon

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Out of world: #wrongmanathon

Fans loved the abilty to get closer to their favourite

characters/ actors. All brought to them via the BBC

#wrongmanathon iPlayer watch-a-long

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Out of World – #WrongManathon

• Straight after England 2 – Poland 0

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So, did it all work?

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So, did it all work?

The Wrong Mans was

BBC2’s biggest

comedy launch since

‘Extras’ in 2005

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Based on Ep. 1 TX

Online delivered higher recall than radio

39 Source: BBC Brand Tracker

Recallers of the Social Media are more likely to have an improved

perception about the channel/brand

12%

36%

22%

27%

62%

35%

3%

1%

1%

1%

0% 20% 40% 60% 80% 100%

Main marcomms

25-54 recallers

Social recallers

much better a little better didn't change a little worse much worse

63% of Social recallers had an improved perception of the channel

Q9A. Thinking about BBC Two how much did this ad change your opinion about BBC Two?

Source: BBC Marcomms tracker and social media boost

Competing with established programmes

At its peak The Wrong Mans was able to reach the levels of social media engagement that are

enjoyed as standard by well establish programmes such at Doctor Who.

Source: Brand Watch

Audiences clearly driven to watch post-TX

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iPlayer request data - Barb models this for

average views but The Wrong Mans had over 1 million requests per

episode

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“Who wants to go go-karting?” The Wrong Mans ‘Team Ninja’ were:

Will Saunders, Jon Aird & Clarissa Maycock – Comedy Production

Tom Barker & Natalie Charlton – Digital Lab

Adam Cadman – Creative Marketing

David Dunn – Brand Marketing

Tim Whirledge – Red Bee Media

Ben Tattersall Smith – BBC 2 Social

Houmi Miura – Media Engagement

Claire Hester & Alice Alden – Brand Measurement

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