The launch of Britain's Next Top Model on Lifetime was a great opportunity to take ownership of a marquee UK show and bring in an entirely new audience to the channel. The show came with real glitz, glamour and celebrity. It extended our reach into the fashion space and, for a female-centric channel this represented a real milestone. 

 

The challenge for our team was to take real ownership of a brand so synonymous with the channel 'Living', to make it our own and give it a new home on Lifetime.  

 

We established that Abbey Clancy was the main draw, a former contestant turned judge, the new ‘boss’ of the show. Abbey was at the centre of everything in the campaign, from the fantastically glamorous outdoor executions, to the more insightful on-air elements.

 

We wanted the audience to feel like they had access to this programme like never before, we put the judges front and centre, talking about the show, their experiences and what excited them about the new series and the channel.  The campaign had an informal tone which made it feel more real, offering our audience a unique insight into the show. Throughout all the executions we looked to weave in the Lifetime branding, using subtle styling on set and more overt cues in the post work to ensure there was no doubt where this new series could be viewed.  

 

The results were exceptional with the shows premiere episode delivering the highest overnight rating we had ever achieved on the channel.