Saving our Perfect Planet with BBC Earth

Gambit Communications & BBC Studios

BBC Earth were launching their new series A Perfect Planet and needed a comms strategy that would drive interest in the wildlife documentary and stimulate conversations about behavioural change in sustainability. We used a budget of just $16,000 to secure major influencer personalities with credibility in this area (Jessica Kahwaty, Sherif Fayed and Haifa Beseisso) for a 5-week campaign where they discussed each episode with their followers and drove viewership, filming 190 IG Story frames and achieving an unbelievable 2.6 million impressions completely organically, versus a KPI of 1 million, in addition to 13,000 sticker taps and over 850 shares. Our press strategy was to use fact sheets, embargoed interviews and exclusive pre-screenings to secure signature features in The National, The Daily Star, The Jordan Times and Times of Oman as part of a total 41 press stories with a reach of 4.3 million.