Client: Sky TV
Project: The Home of Factual Content

To capitalise on rising public interest in fact-based entertainment, Sky TV approached 33Seconds to help establish the broadcaster as the home of factual content - building hype, interest and engagement via social media for a number of their flagship documentary series. The programmes included Queen of Speed - about Michèle Mouton, the world’s first female rally driver; Positive - a documentary created to mark Britain’s 40-year struggle with HIV and AIDS; Hawking Can You Hear Me? - which explores the human story of Stephen Hawking; and Super Greed, The Fight for Football - an investigation into the planned European breakaway league that sent shockwaves through the football world. 

Using social listening to explore the reasons why viewers love documentaries and fact-based content, we developed and defined impactful formats based on these insights, in order to attract, grow and engage social audiences. These formats included: Snack Facts - key takeaways to share as social currency; Expert Views - deep dives into the subject matter; and The Conversation - an honest dialogue between two opposing views regarding the documentaries. As each series dealt with markedly different - and in some cases sensitive - topics, we applied the formats in a bespoke way, in order to encourage a high level of reach and interest across the board. As part of this, tailored talent, content and messages were delivered via the creative across the recommended audience channels for each documentary, driving anticipation and intrigue to get people talking and tuning in to Sky TV for their hit of factual entertainment.

Awards

• Winner of Entertainment Campaign of the Year at the UK Content Awards

• Shortlisted for Content Strategy of the Year at the UK Content Awards

• Shortlisted for Best Content at the UK Content Awards

• Shortlisted for Best use of Social Media for Entertainment at the UK Social Media Awards