BritBox launched a new streaming service in Finland in April 2022, offering the best of British drama, crime, comedy, documentaries, entertainment and lifestyle content, all on one platform. Ahjo’s goal was to raise awareness about the BritBox SVOD service, differentiate it from other streaming services and build a systematic media coverage flow for the service.
The communication plan included social media community management, plus establishing and maintaining relations with key journalists and pitching talent interviews, content, and a launch media event to them. The plan also included an influencer marketing campaign, for which Ahjo prepared and sent out British-themed PR gifts.
The results were highly successful, and Ahjo achieved extensive coverage for both the BritBox launch in Finland and its content, including in Ilta-Sanomat, Iltalehti, YLE, Helsingin Sanomat, Katso and other media outlets. BritBox gained 36 earned print media articles, 40 earned online media articles and a mention in the radio in only two months, and the social media reach was 182 000 on Instagram.
“The team at Ahjo successfully connected BritBox with a range of key media in Finland for our Nordics launch in April 2022, and has worked with an engaged and creative approach since coming on board to deepen our media connections nationally, consistently delivering great coverage for us across a range of top tier titles.”
– PR Lead, Fiona Walsh, BritBox International