Make More of Your World

Overview

The BBC World Service needed to let India - particularly women and young people - know that BBC News is available in six Indian languages and encourage these audiences to engage with the BBC content across a wide range of platforms.

As the global digital agency for BBC World Service, we were tasked with planning and executing a major brand campaign to reach these audiences. It needed to dovetail with ATL activity but also achieve ambitious digital user and engagement targets.

Client

BBC World Service

Sector

Media

When

2021/2022

Solutions

Data & Analytics
Content Marketing
Digital Strategy
Paid Media

Challenge

Reaching younger audiences in India's noisy news market is a challenge for any provider.

BBC News needed an innovative way to connect with young people and be remembered at key consumption moments.

A BBC News Gujarati billboard encourages viewers to scan the QR code.

Solution

Our campaign, Make More of Your World had a focus on brand awareness and a target of reaching 3.4m unique visitors within India. Our team ran ads across Instagram, Facebook, YouTube and Google that brought users to a curated landing page that had Make More of Your World messaging, related articles and products for a more meaningful consumer experience.

We created an interactive augmented reality Instagram filter using our campaign creative, giving users a chance to feature on virtual BBC billboards.

The filter gave our audience the freedom to choose from the six languages and three billboard styles and take a selfie or video of their face within our virtual billboard.

But we didn't stop there. We featured shortlisted participants on real-life billboards, combining the strength of social with offline media and giving them a truly "Make More of Your World" experience.