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B B C E A RT H…..

Marke t ing w i th Purpose

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A CONFLICTED WORLD

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W E H A V E I M P O R T A N TS T O R I E S T O T E L L

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Created a global momentInspired a global conversation

Built on the legacy and love for Planet Earth Brought in new audiences

PLANET EARTH II

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Building the campaign

STORY OFLIFE APP

YOUTUBELIVE

EXPERIENCES

PHOTOGRAPHY

YOUTUBE

COMMS

V SAUCE

LIVEMUSIC

CONSUMER PRODUCTS

CAMPAIGN

GOOGLE EARTH

BLIPPAR

DIGITALPARTNERSHIPS

CONTENT

INNOVATIONSCALE

LONGEVITYPLANET EARTH II

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SNAPCHAT

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Nature and Science segmentation

Inte

rest

in N

atur

ean

d Sc

ienc

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INTEREST IN NATURE & SCIENCE

NATURE & SCIENCE MEDIA BEHAVIOUR

EST. SHARE OF BBC EARTH AUDIENCE

FIND ME… At school, watching TV, on dad’s ipad

On snapchat, Instagram, YouTube

Facebook, YouTube, Websites

TV, YouTube, Events, Cinema,

Cruise

TV, Magazines, gardening, ipad

TV, Gardening, High End Travel

SPEND $$$ $$ $$$ $$$ $$ $$

OPPORTUNITY MOST LUCRATIVE GROUPS CORE TV AUDIENCE

Greenpeace, blogs

$

5%Low penetration

13% 6%Over indexing on social

18%Over indexing on social

25%Over indexing all platforms

18%Over indexing on TV

12%Over indexing on TV

<5%Maximizing reach

SEGMENT 6-12 13-24 25-35 25-55 (parents) 45+ 45+ All

ages

LIFECYCLE

20% 12%20% 15% 16%

8% 9%

Kids:Boys and girls 6-12

Online Science

guys: Male skew

13-24

Social mavens: Females

13-24

Busy professionals: Male skew 25-35 may

have young kids

Aspirational Families: Parents aged 22-55

with kids 6-12 Factual Followers: Male skew 45+

Laid-back Nature Watchers:

Female skew 45+

Save the World: Spans all age groups (attitudinally defined) < 5%

INFLUENCERS

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88

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S O F A R S O H A P P Y

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The RHP launched in February 2017 during the US run of Planet Earth II. To date we’ve started our journey on our own channels with two proof points in mind

To demonstrate that there is an appetite for natural world content delivered through new digital channelsTo add to the evidence that natural world content can genuinely make people happier

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S O F A R S O H A P P Y

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SO FAR SO HAPPY

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Building momentum

SHARE YOUR HAPPINESS

GIFTS OF HAPPINESS

SCIENCE

CONTENT

MANIFESTOCELEBRITIES& INFLUENCERS

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