ON THE BEACH
THE CHALLENGE Despite holidaymakers finally jetting off on their jollies, summer is the time when On the Beach suffers the…Read More
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.
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.
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.