Thinking outside the box for BritBox

Summary

Netflix, Amazon Prime, Disney+, AppleTV+. Not only are these some of the biggest brands in the world with monumental budgets, they are also BritBox’s competition. Yet, by using our behavioural insights and tools we found a unique audience for BritBox that we could effectively target.

With support of a clear planning framework to provide a fully integrated campaign, we were able to deliver research tested and content messages effectively. This enabled us to cut through the competition with a smaller budget to successfully grow awareness and drive trialists for BritBox.

Challenge

BritBox’s launch was originally blocked by the competition commission 7 years ago. Now given the go ahead, they were having to compete against the likes of Netflix, Amazon Prime, Disney+, AppleTV+, not to mention Sky, NowTV and the explosion in scripted TV.

With the aim of “building a profitable direct to consumer revenue stream for ITV”, they had to cut through against some of the biggest brands in the world, with billions of pounds worth of revered content, and much larger marketing budgets.

Solution

BritBox wanted to target the 18-35, ABC1, urban audience, an audience already being heavily targeted by their competitors with much bigger budgets. Challenging this, we found a relatively untouched audience to convert who couldn’t get enough of British content, and would prefer BritBox to the multiple other SVOD options.

As BritBox is all about the best of British content and creativity, we partnered with the Daily Mail to celebrate the best of British creativity, from music, to theatre, to TV to film, with BritBox branding sitting at the heart to build an association between BritBox and great British creativity.

To make our campaign work harder we applied personality insights to propel the copy, and tested the creative using biometric research to ensure it landed emotionally.

Results

Our bold approach to shift the original strategy led to an outstanding response, going above their sales target, whilst also growing brand awareness, consideration and retention. Moving from a 1+SVOD audience to a British Content Fan audience delivered CPAs 2.3 times lower and accounted for 84% of all trialists.

“Total Media are a fantastic partner for BritBox. They have been instrumental in developing our launch strategy and deliver great results day in day out. Their knowledge of digital channels set them apart from the rest, and their team are genuinely lovely people to work with. I would highly recommend them.”

Jane Stiller, Head of Media at ITV