BBC Worldwide Australia and New Zealand appoints word-of-mouth agency 1000heads to handle its CBeebies social media campaign

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CBeebies App - Mr blooms.jpgBBC Worldwide Australia & New Zealand has appointed word-of-mouth agency 1000heads Sydney, to a new 12-month social media campaign aimed at driving interaction with CBeebies via its Facebook page in Australia.

 

The campaign will support pre-school channel CBeebies growing presence in the Australian market, where it is available on Foxtel. Presenters Tara, Robbie and Duncan front the channel in Australia, programmed for the local audience.

1000heads is working closely with BBC Worldwide ANZ to engage audiences through a targeted word of mouth campaign including digital advertising and the creation of a Facebook app where fans of the CBeebies Australia page can get involved in a series of competitions that will be rolled out throughout the duration of the campaign.

 

The competitions are based around CBeebies programming, and fans are encouraged to take part in a number of different ways – from sharing content their children have created to providing parenting tips and answering trivia.

 

Early results from the campaign, which has been running since the end of March, show a reach of more than 670 000 and a 10% increase in the fan base.

 

Says Joanne Jacobs, chief operating officer of 1000heads Sydney: “We want to help drive conversation and reinforce CBeebies as a channel that is about quality, entertaining programming that fuels children’s curiosity about the world and helps them learn through play. Social media and word-of-mouth communication will play a key role in this. The BBC is an internationally regarded broadcaster and we are delighted to be a part of the evolution of the CBeebies brand here in Australia.”

 

Says Richard Hill, digital & communities manager, BBC Worldwide Australia New Zealand: “We are pleased to work with 1000heads on this campaign as we look to continue to increase accessibility to the CBeebies brand in Australia through digital channels. Our CBeebies Australia facebook page is a great place for parents to engage with the channel and with each other. With tips, trivia and suggested activities to do with the kids, it’s also a place where parents can share their points of view and advice. This campaign is designed to build that community while driving advocacy and sits alongside other initiatives such as the newly relaunched website designed to provide a one-stop shop of entertainment and advice for parents on the move.”