The Challenge:

UKTV nature channel Eden wanted to position itself as the home of the iconic wildlife presenter Sir David Attenborough and to increase viewing via digital engagement. Through the channel’s existing links with Sir David and the National Schools’ Partnership, we spotted a chance to involve children, fans and existing viewers alike.

The Solution:

We created and co-produced an online Q&A programme where fans could interact with Sir David. We also developed a web app for the Eden website and Facebook app to host a live stream of the event. The app pulled in questions posted on Twitter and Facebook and allowed fans to vote on their favourite ‘Attenborough Moment’.

The Result:

#askattenborough was No.8 trending topic on Twitter in the English-speaking world, reaching 2 million people with 583 re-tweets.

The live stream streamed to 10,000 people and had a combined total play time of over 374 hours with an average of nearly 17 minutes.

Google Analytics recorded a total of 2,279 pageviews and 1,725 unique visits to the app – 1,309 of those being unique visitors.