Defining the BBC brand and its purpose on Social
The BBC is known around the world and its shows are some of the best – so there’s a perception that handling its social media platforms must be a piece of cake. It’s an easy mistake to make. Yes the BBC is a beloved entity and beacon of quality around the world, but outside the UK it has so many different missions that it can be challenging to find a clear message.
In the Netherlands and Belgium we work with BBC First, a channel that brings together the very best of cozy British Crime along with other high-end drama (from other British channels) and in South Africa we manage BBC Lifestyle, BBC Brit, and the brand-led BBC Studios channels showcasing the best of the BBC across the country.
Our biggest challenge is showcasing the broad range of shows available across the BBC Studios portfolio whilst making each channel and offering feel unique.
We’re cherry-picking the fan favourites to spark conversation, testing and learning from the current linear priorities and foregrounding edgier shows.
Our aim is to bring in younger viewers in order to diversify the audience without sacrificing engagement.
In Benelux, we know BBC First is not the only channel from the BBC so we need to publicise ourselves and our shows in ways that connect with the viewers and develop a distinct and vibrant BBC First community.
Whereas in South Africa our challenge is to bring cohesion in terms of the strategic and creative approach despite working across a number of different channels with a broad mix of entertainment, lifestyle, and documentary content.
Finding ways to connect in a broad European or South African market with specific quirks is hard enough.
When you’re trying to do it with quintessentially British content you need to find the things that resonate with the most people. Luckily we’re really good at getting under people’s skin.
Building an engaged
and loyal community
Our fans are our favourite. We don’t just wait around for them to chat with us – we find ways to start those conversations.
When you’ve got such an engaged audience it would be crazy not to reach out to them to talk about all the ways we can do better so we utilise our top fans as a focus group and forum for how to improve and iterate our approach.