To launch natural history series ‘Mammals’ we created a global campaign to excite audiences on BBC One, BBC Earth, BBC America and global linear channel partners. Our challenge was to create awareness and interest for the series, whilst reinforcing BBC Studios as leaders in this genre creating a bold and innovative campaign that stands out in a competitive landscape. Our campaign idea centred around Mammals defining feature their ‘Backbone’, playing on their physical strength and tenacity to thrive and adapt in a changing world.
We produced iconic lead imagery and seven episode key art images. To launch the series on air we created 1 x 60, 30, 15" promo and 6 x 30” episode promos. On socials we partnered with influencer Sam Cotton who created a fun animal short clip using content from the series which featured on his Tik Tok channel and BBC Earth. We also collaborated with the high performance podcast team, with producers from the series joining Jake and Damien talking about their craft and animal survival.
Mammals pulled in 5.9M viewers making it the biggest factual title of 2024 to date across all of TV. Younger 16-34-s audiences were also watching up to five times more than average for BBC One factual series.
Credits
Producer: Fiona Hardman
Lead Creative: Simon Goodrick
Digital Producers : Rebecca Whitmore & Dylan Townsend-Williams
Designer: Fahran Younas
Creative Director: Sarah Gerona
Producer: Fiona Hardman
Lead Creative: Simon Goodrick
Digital Producers : Rebecca Whitmore & Dylan Townsend-Williams
Designer: Fahran Younas
Creative Director: Sarah Gerona
60" LAUCH PROMO
Episode Key Art
SAM COTTON INFLUENCER CLIP
