BBC Worldwide Australia and 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.
The campaign aims to drive awareness and popularity of pre-school channel CBeebies on Foxtel.
It will include a targeted word of mouth campaign which will see 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.
Joanne Jacobs, COO of 1000heads Sydney said: “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.”
Richard Hill, digital and communities manager, BBC Worldwide Australia New Zealand said: "This campaign is designed to build [the Facebook] 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.”