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Discovery Channel
Discover a hero inside you
Campaign Goals
• raise a content awareness and channel ratings


   TA
• 1 - Discovery Channel current customers
• 2 - Discovery Channel potential customers


     Challenge
 Although Discovery is worldwide known and popular
channel, Ukrainians are not aware of broadcasted great and
varied content on it.
Campaign Idea
“Discover a Hero inside You!”

   Campaign Summary
• Agency hired professional psychologists to create a test that
  would divide all men on psychological archetypes
• Thus we got 11 psychological portraits adapted later to 11
  heroes from Discovery Channel TV shows
• After passing the test user got result with one hero description
  and the TV show announcement absolutely appropriate to user’s
  inner world
• Users that shared their results in social networks took part in
  lucky draws of 4 cameras Go Pro Hero2
Execution

               Enjoy funny
            psychological test


                                               Find who your are

                                        And recommendations for best
                                        Discovery channel shows for You




                                 Authorize trough Facebook or vk.com

                                 Get badge and chance to win the prize
Results
Low-budget promo campaign became viral!
- We got 450,000 unique site visits in 5 weeks.
- Viral traffic is about 87% (more than 390,000 unique site
  visits).
- Viral coefficient = 7 (1 paid user brought 7 free visitors).
More important, PR results were great:
- Discovery Channel gained 5-minute contact with TA for less
  than $0,05.
- In 1 month Discovery Channel gained more than 50 new
  requests from Ukrainian TV providers.
- In 3 months Discovery Channel TV ratings in Ukraine rose on
  15%.

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Discover a hero inside you

  • 2. Campaign Goals • raise a content awareness and channel ratings TA • 1 - Discovery Channel current customers • 2 - Discovery Channel potential customers Challenge Although Discovery is worldwide known and popular channel, Ukrainians are not aware of broadcasted great and varied content on it.
  • 3. Campaign Idea “Discover a Hero inside You!” Campaign Summary • Agency hired professional psychologists to create a test that would divide all men on psychological archetypes • Thus we got 11 psychological portraits adapted later to 11 heroes from Discovery Channel TV shows • After passing the test user got result with one hero description and the TV show announcement absolutely appropriate to user’s inner world • Users that shared their results in social networks took part in lucky draws of 4 cameras Go Pro Hero2
  • 4. Execution Enjoy funny psychological test Find who your are And recommendations for best Discovery channel shows for You Authorize trough Facebook or vk.com Get badge and chance to win the prize
  • 5. Results Low-budget promo campaign became viral! - We got 450,000 unique site visits in 5 weeks. - Viral traffic is about 87% (more than 390,000 unique site visits). - Viral coefficient = 7 (1 paid user brought 7 free visitors). More important, PR results were great: - Discovery Channel gained 5-minute contact with TA for less than $0,05. - In 1 month Discovery Channel gained more than 50 new requests from Ukrainian TV providers. - In 3 months Discovery Channel TV ratings in Ukraine rose on 15%.