The Challenge

With UKTV going through a total brand transformation and launching a new masterbrand ‘U’,  we were challenged with the task of creating a multi-platform campaign centred around the consumer facing tagline of “We’ve Got U” and highlighting the breadth and variety within the U catalogue.

The Solution

Across three influencer activations, we created a campaign worthy of a brand launch. 

Firstly we took U to the streets of the UK with a long-form piece of content that showcases the variety of shows available for FREE on U.  We challenged Louise, our popular concierge with recommending as many people as possible their perfect U-binge. 

The  baton was then handed over to a selection of TV experts and cultural commentators as they offer their expertise to their own audience. This content introduced U and called their fans to request a bespoke recommendation via post comments.

The influencers then responded to some of these comments, recommending a variety of exciting shows that are available on the U catalogue, to their extended audience.

The Outcome

We drove with over 10.4 million views across both organic and paid and achieved over 110k engagements.  

We also ran an AI-powered brand study, which showed that we achieved over a 68% brand recall among respondents, meaning that we drove strong brand awareness of U, scoring high across recognition of multiple brand statements .