Channel 4: Dispelling the myth that young people don't watch TV any more

Charlotte Moger, James Hamilton

British broadcaster Channel 4 ran a multi-channel campaign to increase the number and frequency of viewers for its soap Hollyoaks, to drive revenue by increasing its share of commercial impacts.

Campaign details

Brand: Channel 4Brand owner: Channel 4Agency: OMD UKMarket: United KingdomIndustries: Public relations, Radio & audio, Social media, Television, Word of mouth, influencersMedia channels: TV channels, services & programmesBudget: 1 - 3 million

Executive summary

After 25 years on British television, Hollyoaks was in decline. A marketing-led revival of the soap reversed a share tailspin. A £1.3m investment in paid media led to a revenue increase, delivering a profit ROMI of at least £1.38 and as much as £2.69.1

Market background and context...

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