‘Witty, self-deprecating and effortlessly in sync with the channel identity’
UKTV for Dave
Dave has given its digital team two responsibilities: ensuring its audience is up to date with the channel’s latest comedy offerings and providing a “nice relief” from doomscrolling. The judging panel were almost universal in their praise for how the team has followed through on the latter.
“When you look and read the content on its socials and marketing, you know instinctively that it’s Dave. Their marketing strategy clearly cuts through the competition by making their content relevant to the audience,” said one judge.
Another described the channel’s digital support as a “fresh, surprising and subversive take” on digital marketing.
Dave’s digital strategy endeavours to create a tone of voice that can easily fit into new conversations and topics, and looks at the funny side of life, even when partnering with mental health charity CALM (The Campaign Against Living Miserably).
It positions its digital channels as not existing solely to push its content but to entertain in their own right. This has paid off for the digital team, with Dave’s social channels growing 14% year on year, with 600,000 monthly engagements and 1.3 million video views per month.
This was recognised by one of the judges: “Successful social media support isn’t just about shouting about TX content, it’s about being entertaining in its own right.” Another described Dave’s digital offering as “witty, self-deprecating and effortlessly in sync with the channel identity”.
SHORTLISTED
The Colour of My Skin
Mosaic Films for BBC Teach
Using actual testimony from young people of colour in the UK, The Colour of My Skin is a series of short, black-and-white animations created for secondary school students to hear first-hand accounts of racism, isolation and bullying. The shorts are designed to help students explore respectful relationships, values (and lack thereof) and how being reactive affects emotions, behaviour and wellbeing.
BBC3 TV Channel Launch
BBC3 Digital Teams for BBC
BBC3’s social channels were the driving force in showing its audience why they should be tuning into its linear revival. In its first month back on TV, BBC Three’s social platforms clocked up 9 million Twitter impressions, 18.4 million Facebook users reached, more than 1 million new Instagram accounts reached and 2.6 million TikTok views.
Channel 4 Sport
4Studio for Sport on Channel 4
Channel 4’s digital Sport team didn’t exist before April 2021, with the audiences for its dormant sport accounts in decline. Over the next 12 months, C4’s digital arm, 4Studio, turned the tide by breathing new life into its platforms, providing digital support across C4’s diverse portfolio – including the W Series, Emma Raducanu’s US Open win and coverage of the Rugby Super League –and widening its reach among 16 to 34 year-olds.
Sky News Climate Crisis
Sky News for Sky News
Ahead of COP26 in Glasgow, Sky News was mindful of young audiences who are put off by negative climate reporting. Its digital team was tasked with launching a weekly climate show for Snapchat, Instagram, Twitter and Facebook, hosting Instagram and TikTok Lives to meet people who are finding global solutions to the climate crisis, and engaging its audience with positive stories and explainer content through its social media platforms.
UFC
BT Sport for BT Sport
The entire UFC budget at BT Sport sits with its digital team because viewers do not watch the sport on a linear schedule. The digital team produced creative weigh-in shows, previews, reviews, analytical breakdowns, long-form films and nostalgic watchbacks, as well as allowing viewers to watch bouts spoiler-free on BT Sport’s catch-up service.
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