BBC World News is one of the most trusted media channels in the world.
Agent99 was engaged to help BBC World News to publicly emphasise how much Australians valued impartial, credible international news, and to determine how important the BBC as a media outlet was to our local Australian news landscape.
This coincided with a visit from BBC’s global CEO who was in Australia for key stakeholder meetings, and the press generated demonstrated the local demand for BBC’s content.
Agent99 understood that data was critical to validate how much Australians valued impartial and credible news in the market and that independently conducted third-party research was required to achieve this impact. Agent99 worked with a market research partner on a study that garnered insights from thousands of Australians, and their thoughts towards media outlets and the content they consumed.
The findings were then analysed by Agent99 and converted into a series of owned content pieces highlighting the dissatisfaction most Australians felt towards major local media outlets, the reasons for this, and the importance of independent media sources in Australia.
These articles were pitched to key media outlets and were an effective way to generate media interviews and speaking opportunities for the global CEO during his visit to Australia, they served as a timely platform for him to speak about BBC World News, injecting key messages at each opportunity.
Agent99 secured media coverage amongst top-tier outlets such as Australian Financial Review (AFR), ABC The Drum TV, SBS News, Mumbrella and many more, achieving a combined reach of 11.5 million people in less than three months.
The press coverage led to numerous stakeholders making positive comments about the brand and in the topics discussed in the media recently, both publicly and privately.
This campaign resulted in successful local market negotiations and large-scale licensing deals being secured even sooner than was expected.
