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The challenge

In 2023, Sky released an exciting slate of unmissable award-winning content and with the launch of Sky Stream, it’s never been easier to access. ​
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Bauer wanted to showcase the incredible access Sky Stream gives consumers to engage with some of the biggest content around. ​
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Sky were looking for a partner to deliver a consistent approach to content messaging and drive conversation amongst our audience. They wanted to be able to authentically talk about the range of different Sky Ents titles whilst introducing and showcasing Sky Stream and its product benefits.

This campaign required FULL FUNNEL IMPACT, with the following objectives:​
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Improve brand awareness ​
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Increase brand affinity​
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Increase customer base​

The idea

Bauer identified a clever route to expand one of heat magazine’s well known and established publishing property ‘Unmissables’ in its weekly publication and into a social first consumer experience. ​
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We launched the ‘Unmissables’ across multiple Bauer brands and platforms within our portfolio, creating a brand new always on partnership with Sky Stream and Sky Ents .​
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In a world of infinite choice, the idea was designed to provide recommendations of what to watch and generate excitement and talkability across the Bauer channels Heat, KISS and Hits.

The execution

Bauer, alongside Essencemediacom partnered with Sky to promote their new range of exciting content, which we supported across multiple media touchpoints. ​
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The ‘Unmissables’ with Sky was fronted by KISS, Hits Radio, Hits Radio Pride and heat Radio presenter Jordan Lee.​
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Delivering a weekly, vertically shot, fast-paced, blast of entertainment across each Bauer brands organic socials and amplifying via multiple spotlight content on-air and our co- branded online hub with further support in the original ‘Unmissables’ section in heat Magazine.

 

The results

The campaign delivered 40m video views vs the 4.4m Sky paid for.

This is the perfect example of how to work a repeatable video format, fronted by talent and creating content our brands are happy to post organically that drives engagement and growth for our clients.

This was a video led campaign with a weekly repeatable format, strong talent and high production value. You can see that each episode has consistently increased the views over time​
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This has helped contribute to the  growth of our social following across KISS, Heatworld and Hits​
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12 month increase in followers:​
KISS TikTok +41% ​
Heatworld TikTok +48%​
Hits Instagram +28%​
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Content was posted organically on our brands and boosted, this has driven a huge number of views and bought new audiences into our brands.

66% campaign recall

77% Campaign appeal

+24% Brand affinity

+21% Unprompted awareness of Sky Stream.

41% Of non-Sky customer said the campaign motivated them to subscribe to Sky/Sky Stream.

64% Of Sky customers said the campaign motivated them to watch Sky.