W is UKTV’s premium entertainment channel, offering audiences a mix of UKTV Original series with some of the UK’s most-loved talent in front of and behind the camera, including Emma Willis: Delivering Babies, Emily Atack: Adulting and Stacey Dooley Sleeps Over.
more completed video views than W’s campaign benchmark
lower cost per view than W’s campaign benchmark
lift in ad recall after third exposure (brand lift study)
UKTV’s W channel wanted to drive awareness of its new original series Flack, the channel’s first-ever scripted drama, by using thumb-stopping, impactful video ads.
After doing internal research, the team knew it needed to accomplish several things to successfully land Flack with their audience. The first hurdle was to educate the audience on the definition of “flack” (a celebrity public relations agent). The second was to introduce the humorous moments of the drama, which didn’t necessarily come across at first glance. The team tackled this by condensing elements of the TV promo into shorter, thumb-stopping, mobile-first video content.
The video ads were constructed to get across as much information about the premise of the show, its impressive cast, and the transmission information in as short a time as possible. Each ad grabbed the viewer’s attention with a full-screen video clip, with all vital information about Flack being conveyed within three seconds.
In addition to clips of main characters played by Anna Paquin, Lydia Wilson and Sophie Okonedo, the videos also teased viewers with glimpses of Flack’s top-notch guest stars. To encourage viewers to watch to the end, each video had a hook which ended with a humorous payoff, helping to establish the lead character’s problem-solving mindset, as well as the light-hearted tone of the show.
Working in tandem with agency Hearts & Science, the team used automatic placements to run their ads across Instagram (51%) and Facebook (49%). The campaign was supported by a Facebook brand lift study to test the impact of frequency on ad recall, awareness and intent.
The campaign successfully exceeded W’s campaign benchmarks and resulted in:
3.6X more completed video views than W’s campaign benchmark
56% lower cost per view than W’s campaign benchmark
36% lift in ad recall after third exposure (brand lift study)