We worked with poet Jess Urlichs and created a montage that championed the strength and power of birth to spark conversations and evoke emotions across socials. With a new series of Emma Willis: Delivering Babies launching, UKTV challenged us to build on the success of previous series, evoking heart swelling moments among social communities that spark conversation and drive them to watch the show on U&W.

Working with poet Jess Urlichs, we commissioned a poem championing the strength and power of birth, highlighting women as the incredible people who bring life into the world. On top of the poem audio, our talent then edited a montage of footage from their labour and birth experience, showcasing the birth journey from labour (or not) through to birth in its unfiltered glory—complete with all the highs and lows.

We drove over 6.5 million views across both organic and paid, bringing over 62k people to the U streaming platform, achieving a £0.26 cost-per-engagement – our best CPE to date on U&W campaigns. We overachieved on all KPIs we set and saw tons of positive sentiment highlighting both the relatability of the show, and the content.

We also saw people outside of the campaign use the sound to post content onto their own personal Instagram pages, further showing how relatable the content was.