Hollyoaks: How to dispel the myth that young people don't watch TV any more

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

Campaign details

Brand: HollyoaksAdvertiser: Channel 4Entrants: OMD UK and Channel 4Principal author: James Hamilton, Channel 4Contributing author: Charlotte Moger, OMD UK

Introduction

After 25 years on British television, Hollyoaks was in serious decline. We will show that a marketing-led revival of the soap reversed a share tailspin and how a modest investment of £1.3m in paid media led to an increase in revenue, delivering a profit ROMI of at least £1.38 and potentially as much as £2.691.

A bit of soap history

Channel 4's Hollyoaks was launched 25 years...

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