Yesterday, the free streaming platform, UKTV Play, rebranded to U, and we’re delighted to have been part of the journey.

Needing to drive mass awareness of U’s new brand in a crowded streaming space, our campaign is all about showing up on social media in the moments our audience are searching ‘what to watch’, responding with U’s huge range of content and personalised suggestions, and helping our audience find exactly what suits them.

Produced alongside our in-house production agency, Studio 5, the campaign will see 22 pieces of content go live across TikTok and Meta throughout July. Featuring award winning megastar Louise Boyce as our recommender-in-chief, scroll-stopping cameos from other top creators, and more viewing recommendations from TikTok’s top-searched TV creators, this campaign will leave you in no doubt that U has something for you to sink your teeth into.

“Bringing ‘#WeGotU’ to life through talent-first social content, we are revolutionising how our audience discovers what to watch. Strategically leveraging top-ranking TV influencers and key search terms, we are answering cries for perfect show recommendations and showing our audience the best place to watch them. We recruited our influencers to stop the scroll with playful content offering curated suggestions for every craving. From Vox-Pop style street recommendations through to reactive show suggestions, we’ll showcase the incredible variety of free shows available on the U platform, proving that ‘#WeGotU’ is more than a tagline—it’s U’s unwavering commitment to their audience’s entertainment satisfaction.” Candice Green – Creative Director.

The rebrand sees a fully integrated campaign from The Fifth, Havas, Taylor Herring PR and U’s internal marketing teams; the biggest and most important marketing campaign in UKTV’s history. With word of mouth being a key drive in U’s launch strategy, we knew that we had to go BIG with our social and influencer campaign – especially when the TV advert features the one and only Cher.