Sky Sports is the definitive place to watch sport every December and with people stuck at home this year, they wanted to let UK consumers know that the broadcaster had not only the most anticipated sporting events of the month but also the most diverse. From Premier League football to AJ’s world title fight, through to the NFL, NBA, golf, darts and F1.
We developed Sky Sports Unwrapped, recruiting four influencers to showcase Sky Sports as the place to watch the festive season’s biggest sporting events. With lockdown restrictions in place, our talent unwrapped the blockbuster schedule introducing their followers to new sports and new conversations to keep them busy. Aiming to drive awareness and audience participation, we created a wide range of content and sporting challenges that would initiate conversations around the main events and drive follower involvement.
Our influencers created almost one hundred pieces of content to engage with their audience through challenges and Sky Sports messaging. We saw great engagement from the public and even celebrities like Anthony Joshua get involved.
TikTok tasked The Fifth with developing a creative strategy and the identification and recruitment of talent to produce a large collection of influencer-created content that could be licensed for the brand’s paid social advertising campaign across Facebook, Instagram, Snapchat and YouTube in 5 different territories.
The Fifth’s in-house creative team developed the campaign ‘Making the ordinary extraordinary’ which would show consumers through the influencers’ content how users can use the TikTok app’s features to bring to life their own video creations, most notably those who created daily vlogs. A content area that TikTok had identified as being critical for growth in late 2019 and early 2020.
Working with a selection of influencers, and our in-house production team, we created more than 360 pieces of video content in English, Spanish, French, Italian and Russian in a wide variety of formats to be used across different social platforms.
Pieces of Content