Reaching younger audiences in India’s noisy news market is a challenge for any provider. BBC News needed a innovative way to connect with young people and be remembered at key consumption moments.
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 customer experience.
We created an interactive Augmented Reality Instagram filter using our campaign creative, giving them 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 a video of their face within our virtual billboard.
But we didn’t stop there: we featured shortlisted participants on real-life billboards – combining the strengths of social with offline media and giving them a truly ‘Make More of Your World’ experience.
The filter has been used 1.3m times and across all channels the 3.4m target was smashed by hitting over 5m uniques who drove 18m engagements.
Best Use of Digital Media: Gold
BBC World Service
8 Million Stories