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B B C E A RT H…..
Marke t ing w i th Purpose
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A CONFLICTED WORLD
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W E H A V E I M P O R T A N TS T O R I E S T O T E L L
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Created a global momentInspired a global conversation
Built on the legacy and love for Planet Earth Brought in new audiences
PLANET EARTH II
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Building the campaign
STORY OFLIFE APP
YOUTUBELIVE
EXPERIENCES
PHOTOGRAPHY
YOUTUBE
COMMS
V SAUCE
LIVEMUSIC
CONSUMER PRODUCTS
CAMPAIGN
GOOGLE EARTH
BLIPPAR
DIGITALPARTNERSHIPS
CONTENT
INNOVATIONSCALE
LONGEVITYPLANET EARTH II
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SNAPCHAT
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Nature and Science segmentation
Inte
rest
in N
atur
ean
d Sc
ienc
e
INTEREST IN NATURE & SCIENCE
NATURE & SCIENCE MEDIA BEHAVIOUR
EST. SHARE OF BBC EARTH AUDIENCE
FIND ME… At school, watching TV, on dad’s ipad
On snapchat, Instagram, YouTube
Facebook, YouTube, Websites
TV, YouTube, Events, Cinema,
Cruise
TV, Magazines, gardening, ipad
TV, Gardening, High End Travel
SPEND $$$ $$ $$$ $$$ $$ $$
OPPORTUNITY MOST LUCRATIVE GROUPS CORE TV AUDIENCE
Greenpeace, blogs
$
5%Low penetration
13% 6%Over indexing on social
18%Over indexing on social
25%Over indexing all platforms
18%Over indexing on TV
12%Over indexing on TV
<5%Maximizing reach
SEGMENT 6-12 13-24 25-35 25-55 (parents) 45+ 45+ All
ages
LIFECYCLE
20% 12%20% 15% 16%
8% 9%
Kids:Boys and girls 6-12
Online Science
guys: Male skew
13-24
Social mavens: Females
13-24
Busy professionals: Male skew 25-35 may
have young kids
Aspirational Families: Parents aged 22-55
with kids 6-12 Factual Followers: Male skew 45+
Laid-back Nature Watchers:
Female skew 45+
Save the World: Spans all age groups (attitudinally defined) < 5%
INFLUENCERS
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88
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S O F A R S O H A P P Y
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The RHP launched in February 2017 during the US run of Planet Earth II. To date we’ve started our journey on our own channels with two proof points in mind
To demonstrate that there is an appetite for natural world content delivered through new digital channelsTo add to the evidence that natural world content can genuinely make people happier
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S O F A R S O H A P P Y
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SO FAR SO HAPPY
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Building momentum
SHARE YOUR HAPPINESS
GIFTS OF HAPPINESS
SCIENCE
CONTENT
MANIFESTOCELEBRITIES& INFLUENCERS
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