Digital CX agency Guerrilla reveals role in Doctor Who’s global website, reaching over 14m fans

Built to deliver a portfolio of around 40 digital properties, Guerrilla’s now eight-year relationship with BBC Studios may well be the Australian digital industry’s best kept secret.

The partnership has contributed to the agency’s consolidation as a key player in the digital marketing space. Guerrilla’s role as a global digital partner with BBC Studios has involved the build of a tailored digital platform to manage and serve near 40 websites globally, which Guerrilla has also designed and developed. This outcome translates to the delivery of a suite of high-profile global channel and programme brands to audiences worldwide.

Guerrilla pioneered the design and development of a single, highly flexible, agile platform that centralises its complex stable of media sites. Following their lead, this type of solution has since become sought after in the industry today.

Rob Bare, brand and strategy director, Guerrilla concedes the relationship is an unusual one for an Australian agency.

Says Bare: “The success of this collaboration not only reinforces the talent that we have as team, but it highlights the talent that’s generally downplayed in Australia, especially across the creative industries.”

The system facilitates the cloning and regionalisation of sites with deep customisation and flexibility, while upholding brand standards. By building a centralised management hub with a micro-level of customisation, the BBC Studios channel and programme brand portfolio is communicated and experienced consistently across more than 200 countries.

However, the agency’s work on the global Doctor Who website has generated high levels of interest amongst the industry, including the recent accolade of a prestigious 2018 Lovie Award, the digital industry’s showcase of Europe’s best internet talent across 30 countries – Lovie Awards 2018.

Says Bare: “Now more than eight years into the relationship with arguably the world’s most pioneering media brand, it’s humbling to have picked up a Lovie Award for our work.”

The buzz around ‘Doctor Who’ is testimony to BBC Studio’s brand marketing expertise as much as to the quality of the programming. Its first female doctor, played by Jodie Whittaker, was introduced this year and the last three series have delivered global, multi-award campaigns. Guerrilla’s contribution translating the brand and personality of the updated brand into the digital realm, has also involved making the site more visually appealing to what has become a much broader audience.

Says Simon Foster, head of digital marketing, global brands at BBC Studios: “Guerrilla have become an integral extension of our digital marketing team. Together we’ve developed, iterated, re-designed, and re-launched numerous sites over the years, keeping pace with the ever-changing digital world as efficiently as possible.

“It goes without saying we’re all pretty proud to be collaborating with a global brand and media organisation who are, without doubt, ahead of the pack when it comes to digital at scale,” continued Bare.

He points out that to deliver a compelling CX across regions and languages globally, brands need streamlined and centralised site management systems. This allows consolidation and control of elements such as design, usability, content and security. By equipping brand managers with powerful tools, brands can create meaningful impact quickly and efficiently to reach global audiences.

“It’s incredible that BBC Studios solved this business problem so early on. Not only have they been mobile responsive from the beginning, but as an organisation they had the foresight to continuously evolve the platform and sites, avoiding arduous, costly rebuilds while facilitating their global expansion.

The approach also delivers substantial commercial benefits. The system’s ability to clone existing sites or create new sites from a vast library of ready components delivers enormous cost savings while providing enviable speed-to-market advantages. Having just one system to maintain, enhance and secure also has clear advantages, while also addressing a range of other business challenges.

“Every time we enhance Doctor Who, all other platform sites also benefit from the latest upgrade. They’re a great client by virtue of their progressive attitude to digital technology, keeping them ahead of the curve.”

Bare continues, “Multi-site platforms are becoming more commonplace. Clients are seeing the benefits of managing complex brand portfolios online, from a single system.”

The approach also maintains brand standards globally while delivering economies of scale.  In relation to BBC Studios Bare said: “Often, each region has its own brand perspective, language and audience. Inherently, the platform ensures brand guidelines are delivered upon within each region. Additionally, geo-targeting allows the BBC to customise content for relevance and personalisation based on a user’s location.”

Sally de St Croix, global franchise director, Doctor Who, BBC Studios will be presenting at Mumbrella’s Entertainment Marketing Summit in Sydney on 22 November. Doctor Who is viewable on ABC iView, ABC and ABC Me in Australia.

For more information visit www.guerrilla.com.au.