Celebrating birth and driving engagement for the new series of Emma Willis: Delivering Babies
Services
CHALLENGE
Building on the success of the third season of Emma Willis: Delivering Babies, UKTV challenged us to drive audience engagement and reinforce the show's reputation for powerful real-life storytelling.
The campaign needed to spark meaningful conversations around childbirth, enhance authenticity through raw and relatable content and strengthen the connection between UKTV and its audience.
SOLUTION
Our campaign was built around social-first storytelling, using audience insights that showed people responded most strongly to raw, real and personal stories.
We partnered with poet Jess Urlichs to create a spoken-word piece celebrating birth and worked with influencers and new mothers who shared real footage from their own birth experiences.
Instagram's "Add Yours" sticker encouraged audience participation and community building, while influential new parents amplified the campaign organically. A targeted Paid Social approach then boosted the strongest content, with budget allocated towards top-performing creators and posts around peak viewing periods.
results
+6.5M Views
+179K Engagements
+62K Link clicks
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