The Brief
BBC Cymru Wales wanted to reach younger Welsh-speaking audiences who were consuming content primarily through social media and streaming platforms rather than traditional broadcast. The existing social strategy felt like repurposed broadcast content — it wasn't designed for the platforms where the audience actually lived.
My Role
I served as Creative Director for the campaign, developing the strategic framework and creative direction. I led a team of content creators, videographers, and social media specialists to produce platform-native content that felt authentic to both the BBC brand and to the Welsh-speaking digital community.
Approach
Rather than pushing broadcast content to social platforms, we flipped the model. We created content designed for social platforms first, with broadcast integration as a secondary consideration. This meant:
- Platform-native formats: Short-form video for TikTok and Instagram Reels, long-form for YouTube, community content for Twitter
- Creator partnerships: Collaborating with Welsh-speaking digital creators who already had the audience's trust
- Real-time content: Responding to cultural moments and conversations happening in the Welsh-speaking digital space
- Data-led iteration: Weekly performance reviews driving creative decisions
Outcome
The campaign ran over three months and produced 48 pieces of original content across four platforms. Total engagement with Welsh-language BBC content increased by 210%, with 120K new unique users reached. The most successful content series was picked up for a dedicated broadcast slot, completing the social-to-broadcast pipeline we had theorised.