Engaging powerful influencers
By engaging key online influencers and deploying a creative social media campaign, we implemented a digital strategy that would reach to a huge and carefully targeted audience.
We aligned MTV with six popular YouTube influencers to create a social media campaign that would not only reach the target audience of the show, but generate huge quantities of engaging content that would support our promotion strategy.
We’re absolutely thrilled with the reaction to the first episode, both in terms of the record ratings amongst our target audience but also the incredible buzz there has been around the show on social media
Kerry Taylor, SVP, General Manager for MTV UK.
By engaging key online influencers and deploying a creative social media campaign, we implemented a strategy that would reach to a huge and carefully targeted audience.
We aligned MTV with six popular YouTube influencers, encouraging them to take part in an ‘Ex Tag’ on their channels. This would see them answer questions about their exes and break ups, as well as talking about the new show. Bloggers were also provided with exclusive preview episodes, with these influencers sharing their thoughts on the show with their audiences.
This activity was supported by a social media competition, using the hashtag #WhenISeeMyEx. Using this hashtag, fans would submit a ‘selfie’ of their expression when they see their ex-partner – perfectly reflecting the premise of the show.
What we achieved
Our campaigns surpassed all KPIs, reaching more than 3 million people and contributing to an MTV UK record.
Having secured coverage with incredibly influential bloggers and vloggers, we were able to deliver significant digital exposure for Ex on the Beach that surpassed all expectations. Our vloggers spoke to engaged audiences totalling more than 380,000, whilst the total impact of our activity resulted in a total reach in excess of 3 million.
This activity also contributed to record ratings for an MTV UK premiere, with Ex on the Beach recording the best ever opening ratings in the channel’s history.