Whilst at BBC Studios, Rafaela Perera, Creatively Directed the global campaign for Sherlock series 4. The ambition for the integrated global campaign was to create an unprecedented level of anticipation for the new series amongst local and global audiences. The integrated campaign was co-ordinated across TV, outdoor, press, digital and social media achieving incredible results: over half a billion social media impressions, 15 million organic social engagements and trending at #1 on Twitter around the world. On BBC One, Sherlock was the most watched UK drama of 2017.
The first trailer was launched to fans at Comic-Con and released globally online. Within a week, the trailer received 20 million views, 110 million social impressions and earned an overall media coverage valued at over 9.5 million.
We created this symbolic image of Sherlock’s violin with a broken fourth string and posted it on social media to announce the transmission date of the new series. The post gained 30m reach and 1.3m interactions on BBC’s digital channels alone.
There was an immediate and overwhelmingly positive response from fans.
Hijacking of Global Campaign
Working closely with the executive producer Sue Vertue, we planned targeted social engagement for the third episode ‘The Final Problem’.
We predicted that it would be a major talking point for fans, so to keep the online conversation going, we created a series of intriguing images featuring Sherlock and Mycroft locked in a tense game of chess and released them on social media before the broadcast of the episode.
Gold Clio – Print technique
Gold Lovie – The People’s choice award
Silver Lovie - Best social media campaign
Silver Creative Circle – Outdoor craft, Best poster
Silver Creative Circle - Best image manipulation, “Rising Tide”
Bronze Creative Circle – Outdoor craft, best image manipulation, “Destruction”
Silver Promax Europe - Best marketing campaign using multiple media
Silver Kinsale Shark – Best Print craft
Silver Kinsale Shark – Best integrated campaign.
ECD – Rafaela Perera
Made in-house in collaboration with BBC and BBC Studios.