BBC’s ‘Bodyguard’ provokes clever social media marketing

BBC’s ‘Bodyguard’ provokes clever social media marketing

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It’s the latest series that everyone’s been talking about. After achieving over ten million viewings of the series premiere, ‘Bodyguard’ became the BBC’s biggest ever drama debut, as well as the biggest drama debut on television since 2006.

Viewers have been left sweaty-palmed and on the edge of their seats, week after week, with an explosive plot and constant twists and turns, as we followed troubled bodyguard, PC David Budd protect the Home Secretary.

For those of you who haven’t watched it yet (where have you been!?) that’s all we’ll say on that, we promise – no spoilers here!

The clever communications team at Counter Terrorism Policing UK, have utilised the success and popularity of the show, to raise awareness of their work and promote a career in policing. A series of tweets throughout the series – particularly during air-time of the programme – have reminded the public of the work they do, as well as engaging with viewers by relating to the show and explaining the police acronyms used by characters.

With over half a billion registered users and 500 million tweets being sent per day, there’s no doubt that Twitter is a major tool when it comes to social media marketing; however, this means nothing if some of those users aren’t engaging with and clicking on your posts.

It seems Counter Terrorism Policing nailed it, by creating engaging and relevant content aimed at The Bodyguard viewers, enabling them to capitalise on show’s huge success. Their tweets about the show provoked thousands of retweets, likes, and comments, with more than 3,000 engagements to date.

In addition to this, the opportunity to advertise jobs in the force has not been passed up. Twitter was again utilised in an attempt to encourage viewers who have been inspired by the heroic main character, to apply for roles in the anti-terrorism unit.

Proving just as successful, following these tweets 4,500 clicks were made from the organisation’s Twitter and Instagram accounts, to its careers page, following the tweets. This is an excellent example of how engaging content can result in link clicks – and after all, link clicks are an important success indicator; they account for 92% of all user interaction with tweets and are the best chance of content being seen and shared.

Not only did we love the programme (and Richard Madden too!), but we think the unit did a fantastic job of engaging with viewers as well. What do you think?

If you would like to ramp up your social media with a highly targeted campaign, get in touch.