BBC EARTH .. Marketing with Purpose 1 1 A CONFLICTED WORLD 2 2 - PowerPoint PPT Presentation

BBC EARTH ….. Marketing with Purpose 1 1

A CONFLICTED WORLD 2 2

W E H A V E I M P O R T A N T S T O R I E S T O T E L L 3 3

PLANET EARTH II Created a global moment Inspired a global conversation Built on the legacy and love for Planet Earth Brought in new audiences 4 4

Building the campaign YOUTUBE YOUTUBE CAMPAIGN LIVE GOOGLE EARTH COMMS INNOVATION DIGITAL CONSUMER V SAUCE SCALE PLANET EARTH II PARTNERSHIPS PRODUCTS LONGEVITY CONTENT STORY OF LIFE APP EXPERIENCES SNAPCHAT PHOTOGRAPHY BLIPPAR LIVE MUSIC 5 5

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Nature and Science segmentation Save the World: Spans all age groups (attitudinally defined) < 5% Online Interest in Nature Aspirational Families: Laid-back Nature and Science Social Science Kids: Parents aged 22-55 Busy professionals: Watchers: mavens: Factual Followers: guys: Boys and girls 6-12 with kids 6-12 Male skew 25-35 may Female skew 45+ Females LIFECYCLE Male skew 45+ Male skew have young kids 13-24 13-24 20% 20% 16% 15% 12% 9% 8% All 25-55 6-12 13-24 25-35 45+ 45+ SEGMENT ages (parents) INTEREST IN NATURE & SCIENCE NATURE & SCIENCE MEDIA BEHAVIOUR 18% 12% <5% 5% 13% 6% 18% 25% EST. SHARE OF BBC EARTH AUDIENCE Low penetration Over indexing on social Over indexing on social Over indexing all platforms Over indexing on TV Over indexing on TV Maximizing reach TV, YouTube, At school, watching On snapchat, Facebook, TV, Magazines, TV, Gardening, High FIND ME… Events, Cinema, Greenpeace, blogs TV, on dad’s ipad Instagram, YouTube YouTube, Websites gardening, ipad End Travel Cruise SPEND $$$ $$ $$$ $$$ $$ $$ $ OPPORTUNITY MOST LUCRATIVE GROUPS CORE TV AUDIENCE INFLUENCERS 7

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S O F A R S O H A P P Y 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 channels To add to the evidence that natural world content can genuinely make people happier 9 9

S O F A R S O H A P P Y 10 10

SO FAR SO HAPPY 11

Building momentum SCIENCE CELEBRITIES & INFLUENCERS MANIFESTO SHARE YOUR CONTENT HAPPINESS GIFTS OF HAPPINESS 12 12