Keturah Cummings / selected BBC work case study.
CREATIVE /EVENT COVERAGE /CONTENT STRATEGY /CONTENT PRODUCTION
Overview: Responsible for generating post-event hype to promote the on-demand content from 1Xtra's annual live music event.
Achieved this by adopting a strategy focused on providing the online audience with an exclusive view of the event from backstage.
Idea + Strategy: Successfully cultivated a trending moment and a highly shareable piece of content by targeting Michael Dapaah aka Big Shaq to showcase his comedic and musical abilities; a first on a major media platform.
Created a bespoke narrative around his unannounced appearance at the event and conceptualised, directed and filmed the piece with the inclusion of select acts (Not3s and Bugzy Malone) and 1Xtra presenters.
Combined the backstage story with the performance of Man's Not Hot (never before done at the BBC) to maximise views and engagement.
Impact + Reach: A highly engaging and viral piece of content.
Published on the 1Xtra website, YouTube channel and in various formats across social media (Instagram, Twitter and Facebook).
Combined organic views and reach of 8M+, outperformed all other 1Xtra Live clips tenfold, was the most viewed video across all BBC platforms (including News and Sport) on the week of release, and is one of the top ten most viewed videos on the 1Xtra YouTube channel.
The concept was later adopted by MOBO Awards.