Case study

BBC Three’s The Rap Game

The Brief

BBC Three wanted to promote the release of its new series, The Rap Game, hosted by Krept & Konan and DJ Target, to a relevant and engaged audience on YouTube.

BBC Three’s The Rap Game

The Brief

BBC Three wanted to promote the release of its new series, The Rap Game, hosted by Krept & Konan and DJ Target, to a relevant and engaged audience on YouTube.

Our response

Brave Bison designed a pre-roll advertising campaign targeted to its community of grime channels. These include LinkUp TV, one of the biggest grime channels in the UK, P110 and Pressplay, all of which reach a core audience of 18-34s that The Rap Game content would perfectly resonate with.

To further boost engagement and reach, we time-targeted all channels during their peak hours.

Brand safety is a key priority for BBC and so Brave Bison hand-selected and curated a list of videos that this campaign would run against. BBC had full and final approval on this list to ensure that the activity accurately reflected the organisation’s brand values. Additionally, throughout the campaign we worked closely with their team, updating them on every new video upload so that only the most suitable videos were included in our targeting pool.




The results

This campaign was successful because of a highly targeted strategy that reached the right audience, across the right content, whilst prioritising brand safety.

Brave Bison’s expertise in managing effective content strategies on YouTube allowed us to create a campaign that we knew our youth audiences would engage with. This is evidenced by the particularly high engagement amongst the 18-34 demographic, which generated X percentage of total clicks.

Over a two-month period we delivered an impressive 3.5 million impressions, far exceeding the initial campaign goal.

3.5m

Impressions

92%

Viewability

More of our work