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Challenge

TG4 wanted us to help attract a new international audience to their VOD player by creating some excitement and buzz around it via social media.

TG4

Concept

We decided to take a more holistic approach to the task at hand. Firstly, we helped TG4 develop a new online review show featuring an animated character Caitlín Eile, which we based on their own weather presenter Caitlín Nic Aoidh.

Then to build excitement around Caitlín Eile’s arrival, we decided to get rid of the real Caitlín with a series of imaginative and eye-catching on-air stunts. The first, on Halloween night, saw Caitlín Nic Aoidh spookily disappear while presenting the weather live on air. And was quickly followed up with 3 more live stunts that week, introducing the animated Caitlín Eile to our unsuspecting audience.

TG4

The Experience

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Results

Overview

The response was amazing, creating a storm on Twitter and Snapchat overnight. Videos of the stunts were trending in the UK & Ireland and ended up being covered by news channels and media outlets across the globe. 

Earned Media

The campaign generated €2.9m in earned media.

We reached over 20 million unique viewers through Twitter

196% increase in TG4 Snapchat base and 296,000 Snapchat views 

Return on Investment

All in all, TG4 experienced a 13,181% return on investment and more importantly saw a huge increase in traffic to their player.

Not a bad week for the world's first ever weather reporter and TV show host created in Adobe Character Animator.