Case studies

THE FRONT ROW

The challenge

We wanted to refresh perceptions of Britain’s Next Top Model and to attract new, younger viewers to Lifetime TV; and to generate a fashion-focused fan base who’d stay connected to the show between episodes.

The Insight

This audience talk about fashion and pop-culture moments on social media – so we needed to be part of their conversation within the platforms they were already playing on. Bauer Media’s solution was to harness the entertainment expertise and authority of heat – a huge multi-platform brand who knew exactly how, when and where to speak to this younger audience.

The Idea

We created the first ever social-media TV companion show on Facebook Live. And it was heat’s ability to have a natural conversation with the audience that made sure the platform was used beyond just the promotion of Britain’s Next Top Model. A pre- and post-show mini-series was accompanied by a short-form interactive, shareable video with topical content filling the gaps between episodes, making sure we were front and centre of our audience’s newsfeeds throughout the week.

Execution

“The partnership-focused strategy of embedding our assets into popular culture to reach a new audience in a relevant environment at the right time meant we maximised value across all assets. We also drove awareness and viewing to Lifetime and Britain’s Next Top Model, establishing the channel as a go-to destination for fashion reality.”

Jenny Legg, Marketing Manager, Lifetime A&E Networks