female blyk case studies

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Female Blyk Case Studies

Youth media that works


Living TV – delivering frequency through engagement

^ Media Objectives• Build an audience of viewers for Living TV’s ‘Britain’s Next Top Model’

- Identify a new audience and capture the attention of lapsed viewers of the show

- Increase and sustain viewing figures

• Generate awareness of the series

- Stimulate hype and continued interest before and during the 10 episodes

- Build and maintain a relationship between show and audience

• Complement the media mix

^ The Blyk Solution• Blyk created a three step bespoke communications plan to drive frequency of message through engagement

- Step One: segmenting an audience of new and lapsed female viewers of the show

- Step Two: engage and re-engage them with timely and relevant messages at the start the series

- Step Three: build a bespoke BNTM WAP site hosted on Blyk to allow more in-depth engagement week-on-week

> With free preview clips of each episode and other content, available to download

• All activity took place over a period of 11 weeks in line with the series

• Each message was strategically timed to coincide with BNTM’s programming schedule

- Focussing awareness from all media activity at a relevant time to drive viewing


Living TV: Britain’s Next Top Model - Results

^ Step one: created a ‘BNTM audience’ to re-engage with relevant messages

• 77% new viewers and 23% lapsed viewers

• 7% of all female Blyk members questioned had seen the last series of BNTM

^ Step two: MMS and SMS activity delivered over 15,000 impressions on the

‘BNTM audience’ across two messaging periods

• A Blyk poll found that over one in ten of respondents had watched episode one

of BNTM

^ Step three: across week 3 to week 11 an average of 3.4% downloaded the

free exclusive preview clip straight to their handset

• The WAP links had an average click through rate of 4%

^ The excellent level of response across each messaging stage

demonstrates how frequency of message can be built through consistent

and relevant engagement


LIVINGtv – Raising Awareness & Increased Viewing Figures by 62%

^ Did you watch the last series?

Total Sample Size = 18,095

Respondents = 4832

^ Yes = 1347

^ No = 3245

^ Other = 240

^ Were you watching as Amanda saw her dreams dashed?

Total Sample Size = 16,589 *

Respondents = 3297

^ Yes = 2186

^ No = 920

^ Other = 191

* (Same sample as original group)

+62.3%+62.3%

Source: Blyk Ad Engine (April 2008)

1414thth April 2008 April 2008

2222ndnd April 2008 April 2008 2121stst April 2008 April 2008

Pre ShowPre Show Post Show Post Show 2hrs Before 2hrs Before


Campaign Summary – Key Insights

^ Campaign successfully targeted 16-24 females whilst engaging new and existing

viewers

to LIVING’s BNTM.

^ Pre & post engagement communications show an increase of 62% of viewers

stating that they had tuned in to watch the series.

^ This statistic is supported by the favourable qualitative responses received

female blyk case studies

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