BBC BITESIZE

THE CHALLENGE:

BBC BiteSize were struggling with traditional advertising methods that were not creating enough engagement from the target demographic. With TikTok emerging as one of the most popular social media platforms amongst 10-14 year olds BBC BiteSize knew they needed to utilise this platform to boost engagement and awareness, but were unsure how to optimise their content effectively.

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THE ONEW3RLD SOLUTION:

We collaborated with a top influencer known for viral content among the target age group. The influencer was briefed to create educational yet entertaining content that mirrored the style and tone of their usual posts, ensuring the advertisement was indistinguishable from native TikTok content. This strategy not only preserved the authenticity of the influencer’s style but also significantly enhanced viewer engagement.

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REVOLUTIONARY OUTCOME AND FUTURE PROSPECTS:

The campaign outperformed traditional content by over 10x, marking a new era of user engagement on TikTok, achieving 424,000 views and 61,000 likes; an engagement rate far surpassing typical advertisements, which tend to garner views but few interactions. The video which became the 18th highest-performing video ever for BBC BiteSize on TikTok set a precedent for future campaigns, establishing a successful model for engaging younger audiences through influencer collaboration and creative freedom

This campaign not only revolutionised BBC BiteSize’s approach to digital advertising on emerging platforms but also established a template for other brands seeking to engage with Gen Z audiences on TikTok. By aligning advertising content with the native and organic content flow of TikTok, BBC BiteSize achieved unprecedented engagement levels, proving that authentic and relatable content could transform advertising effectiveness on social media.

Today, the strategy initiated by this campaign is a standard practice in digital marketing on TikTok and other social platforms, demonstrating ONEW3RLD’s role in shaping innovative advertising trends that resonate with modern audiences and lead to sustainable, impactful brand interactions.

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