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The Real Happiness Project for BBC Worldwide

The Real Happiness Project

for BBC Worldwide

Driving awareness of BBC Worldwide's global initiative, encouraging people to reconnect with nature. 

Fitness, Travel, Cars, Roadtrip, YouTube, SnapChat, Facebook, Twitter, Instagram, Families, Young Professionals

The Brief

BBC Worldwide looked to Instrumental to execute a global Influencer campaign promoting the BBC Earth Real Happiness Project initiative, which aims to encourage people to reconnect with nature.

Key objectives were to deliver reach and engagement on social channels, primarily YouTube and Instagram, for the BBC Earth brand and the Real Happiness Project initiative.

Approach

Instrumental developed influencer creative concepts across YouTube and Instagram in adherence with the Real Happiness Project mission. The team unearthed relevant influencers for the campaign, that engaged with BBC Worldwide’s target audience of aspirational families and busy professionals alike. Multiple influencers across a range of territories worldwide created inspirational yet accessible content that carried the Real Happiness Project messaging, including a strong call to action to encourage audience engagement across social channels.

Results

While the campaign is still underway, it is proving hugely successful. The first piece of influencer content generated more views over the first 5 days, than any of their other YouTube videos over the last month, outperforming the influencer’s normal content.

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