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.”