BBC America Digital Strategy created for ADV 420

1. Digital Strategy
Rebecca Fowler

2. About BBC America
• BBC America is host to classic television series such as; Dr. Who, Sherlock
and Top Gear.
• Available in 77 Million homes
• Has received multiple awards.
• 4 Emmy’s
• 5 Golden Globes
• 12 Peabody Awards

3. Objectives
The goal is to create a greater brand awareness to
people who are already interested in sci/fi and
adventure but have not thought of BBC America.

4. Target Audience
BBC America targets men between the ages of 18 to
35 who are interested in sci/fi or adventure.

5. Big Idea
• Certain BBC shows have viewers that religiously follow their shows. The goal is to
attract new viewers that might enjoy their content. This can be achieved by using
shots from their shows that entice people to look more into it. The copy can read,
“Travel in time with Dr. Who” or “Uncover mysteries alongside the famous
Sherlock”. Depending on the show, these ads can be placed on site that might
have a similar theme.
• Mobile app where viewers can keep up to date with latest episodes and interviews
through their iphones and ipads.

6. Implementation of Mobile App
• Promote through social media where followers can click a link that directly brings
them to the app download page
• Promote through their website where viewers can already watch latest episodes. A
popup will appear if they are on their iphone/ipad offering the app download.
• App will also be promoted on their website for viewers who watch shows on their
computers

7. Key Performance Indicators
•Performance can be measured through;
• How many likes/shares on content relating to both the app and general posts
about shows
• How many app downloads
• How many comments and replies on social posts
• Number of visits to the BBC America website
• Number of television viewers - has it increased and by how much?

8. Budget
•BBC America will have 1.2 Million to spend on their digital campaign over 6 months
(200,000 per month) which includes;
• App development - $60,000 per month
• SEO - $30,000 per month
• Advertising on various websites - $50,000 per month
• Social Media - $60,000 per month

9. Social
Facebook: BBC America would use this platform to share video clips from their
upcoming episodes as well as articles written about their shows. Also will advertise for
their app.
Twitter: This platform would be used to share gifs and short reminders of new
episodes. Also will advertise for their app.
Instagram: Will be used for sharing short videos and pictures that show behind the
scene moments as well as footage of these shows that would peak the viewers interest.

10. Social (Continued)
Youtube: Youtube will be used to do short trailers of upcoming episodes.
Pinterest: Each show will have a different board. Within the boards would be memes,
pictures, creative ideas for themed parties, even different products that are inspired by
these shows.
Tumblr: Gifs of television shows will be posted and shared that connect with how
modern day viewers feel. They can be funny/sarcastic that inflict an emotion in the
user, urging them to reblog the gif.