BBC Radio 1Xtra's Hot For 2018
1XTRA / HOT FOR 2018
DIGITAL CAMPAIGN MANAGEMENT
Hot For is 1Xtra's annual 'ones to watch' list, championing new artists for the year ahead.
Recommissioned to lead the online delivery of Hot For 2018 after successfully executing an innovative Hot For 2017 digital campaign, with the objective of increased visibility of 1Xtra's list above those of competitor brands.
Created a strategy and digital content plan focused on bespoke content that was highly shareable in social media to increase engagement and reach.
Key deliverables: a web page, short-form videos, gifs, photo assets, a playlist (Spotify and Apple Music).
IDEAS + STRATEGY
Designed a fresh, minimalist web page atypical of the BBC and in line with current visual trends. Lead on editorial style and tone.
Originated a UGC format with self-shot artist interviews narrated and edited for a consistent look and feel.
Commissioned a visual artist to transform press shots into high quality moving picture and audio social media assets.
Managed and delivered the online campaign from end to end, culminating in the simultaneous unveiling of the Hot For 2018 list on-air and online.
IMPACT + REACH
A visually captivating campaign which propelled the acts on the list.
Year-on-year increase in traffic to the Hot For page on the 1Xtra website.
Organic sharing of assets by all 10 acts with over 500K+ reach (views, likes, RTs, comments) across social media platforms.