BRIEF:

BBC Local Radio came to us with a challenge: how could we use Facebook to better engage 50 - 70 year olds in discreet geographical locations across the UK, and encourage them to tune in to their local BBC radio breakfast show?

SOLUTION:

Inkling's audience insight revealed that our target audience would best respond to relevant, simple communications that championed familiar and local topics. At the heart of our solution was "memories" - tapping into the shared experience of local neighbourhoods and landmarks to help foster a sense of both nostalgia and community. The result was Way Back Wednesday - a content series that features a local celebrity revisiting an important location from their past, and telling the accompanying story. We then encouraged listeners to tell their own stories on Facebook, with the most compelling turned into a film in its own right.

To date, we've worked with Peter Hooton, lead singer with The Farm; actor, screenwriter and director Kay Mellor and legendary broadcaster Esther Rantzen (as well as three listeners) to create content for BBC Radio Merseyside, Leeds and Solent respectively - all delivering huge upticks in engagement, views and click-throughs.

RESULTS:

  • Films delivered for BBC Local Radio in Merseyside, Leeds and Solent to date - with more to come!
  • 8 million impressions
  • 2.3 million video views
  • 27,000 clicks to BBC Local Radio website
  • 42% average video view rate - 20% over BBC benchmark