Case Study: ITV achieves big lifts in ad recall, affinity and viewership with Facebook

ITV - Customer Case Study

ITV relaunched beloved UK comedy‑drama Cold Feet in September 2016 after a decade off air and tasked Facebook with complementing its wider media mix to rekindle affection among original fans and recruit new viewers ahead of the series return.

Working with agency Goodstuff, ITV ran a 6‑week, three‑phase Facebook campaign — Reminisce, Recruit and Remind — focused on video (long montages and short GIF‑style clips), Canvas, News Feed prompts, Instagram ads and retargeting. The campaign drove strong audience impact: +9 points ad recall, +18 points affinity, +12 points intent to watch and a +29‑point lift in people who reported watching the show.

ITV

Brendan Dinen

Digital Marketing Manager