CASE STUDY: UKTV launch 'The Interviews' to eBay users
Provided by eBay
UKTV delivers cross device campaign on eBay to influence viewing habits for new series launch.
What was the Challenge / Background of the Campaign?
To appeal to their audience of classic comedy aficionados, UKTV commissioned The Interviews - a six part television series celebrating some of the country's finest showbiz talents told through their most memorable chat show moments. With bespoke audience solutions enabling UKTV to target an enviable reach of highly relevant logged-in consumers across all devices, particularly commuters, eBay was chosen as the sole media partner to promote the series launch.
What was the Campaign Objective?
UKTV identified two main audiences for the series; those who grew up watching the celebrities and a younger generation discovering them for the first time. The campaign was to run in a two week burst; promoting the launch of the six-part series as well as the first two episodes.
To succeed, the campaign had to resonate with both audience types and influence their respective behaviours, ensuring they view the video trailer for the series launch and add the show to their viewing choices.
What was the Solution?
UKTV were able to target across all devices. With over 90% of eBay users being logged in and over half of all visits to ebay.co.uk made via a mobile device, UKTV were able to enjoy the same targeting opportunities across both mobile & desktop. To maximise their mobile strategy, UKTV targeted commuters to influence their television viewing behaviours on the evening of the first two episodes. Targeting was applied to reach the key audiences of: aged 40+ Settled Suburbia, the DVD, film and TV category on eBay, keywords and relevant behaviours and retargeting of exposed users.
What were the Results?
UKTV data illustrated that the eBay campaign resulted in viewing figures being smashed during the two week launch promotion and being sustained at these elevated levels for the duration of the series. Overall the activity delivered 12.7k new users to the UKTV Gold site and on the day of the cross-device homepage takeovers (mobile plus desktop) a 800% uplift in daily page views was observed - making The Interviews the highest performing page on the UKTV Gold site for June 2015. See attachment for full details.
What were the Key Learnings of this Campaign?
- A two week campaign leveraging eBay Advertising's market leading cross-device targeting to launch a new TV series commissioned by UKTV
- Commuters were actively targeted with dedicated mobile activity between 5:00 and 9:30pm on the day of launch
- Engaging creative resulted in users proactively opting to play with sound and replay video MPUs (40% of all video MPUs were replayed)
- The campaign affected the TV viewing habits of eBay users long after the activity ended, making it a series they opted to watch