Dracula - BBC One and iPlayer Social Media Campaign
Dracula... the bloody legend. Halloween was the perfect spooky time to launch a first-look trailer for the series, targeted in creative and then in social ad targeting, at horror fans. The full launch trailer, aimed at a broader of great BBC drama, has had a total of 2m views across the social channels. The key selling points for the campaign were the literary fans of the Gothic novel, fans of the writers Mark Gatiss and Stephen Moffat (of Sherlock fame), cool Claes Bang playing the lead, and the witty nun at the heart of this adaptation. There was plenty of potential for playful copy, working with vampiric puns, and darkly funny but relatable memes.
Creating a batch of gifs was a great way to spice up community management and enable fans to make their own content.