Case Study: BBC Worldwide achieves a global fan-made astronaut farewell video and boosts social engagement with Affinio

How BBC’s Stargazing Live Used Affinio to Build Astronaut Farewell Video

BBC Worldwide’s Stargazing Live team faced a tight deadline to create a crowd-sourced good-luck video for British ESA astronaut Tim Peake and needed to rapidly identify the most influential, engaged fans on Twitter to drive social engagement and reach a younger, digitally centered audience. The BBC Worldwide Audience Insights team introduced the Stargazing Live team to Affinio’s platform to help narrow and target the right social communities.

Using the Affinio platform, the team segmented followers of @ESA, @astro_timpeake and @BBCStargazing into interest-based communities, surfaced the top 800 high-affinity influencers, and invited them to submit clips. Affinio’s targeting yielded 90 user videos from around the world that Stargazing Live compiled and posted on launch day; the tweet generated over 300 retweets and 400 favorites, delivering measurable uplift in engagement and audience participation.

BBC Worldwide

Jon Eastman

BBC Worldwide