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Upping the game for Sherlock.

For the launch of the electrifying fourth series of Sherlock, the BBC was keen to ignite buzz around the world.

Whilst at BBC Studios, Rafaela spearheaded the integrated global campaign, working closely with the show’s executive producers Steven Moffatt and Sue Vertue. Created by BBC Worldwide’s in-house team and rolled out across multiple global platforms, the award-winning campaign achieved an unprecedented level of global media coverage for the show, gaining over half a billion social media impressions and 15 million organic social engagements — trending at #1 on Twitter around the world.

 
 
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The success of the campaign was down to the co-ordination of efforts across the BBC, including BBC Studios Brands Marketing & Creative, Digital Studios, Public Service Marketing & Comms and BBC America.

Check out the video below for the complete campaign overview:

 

Campaign Overview

 
 
Social Post Announcing Premiere Date

Social Post Announcing Premiere Date

 
 

The campaign continued to engage viewers after the premiere, keeping online conversation and speculation alive throughout the series.

In the UK, Sherlock was the most-watched BBC One drama of that year.

 
 
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Social Media Countdown to Premiere

Social Media Countdown to Premiere

 
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Outdoor Campaign Hijacking

Outdoor Campaign Hijacking

 
 
Digital Takeovers

Digital Takeovers

 
 
Snapchat Filter

Snapchat Filter

 
 
First Look Image Release

First Look Image Release

 
 
 
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High Res Encrypted Image

 
 
 
Photography

Photography

 
 

Clients

BBC Group

 
 

Awards

Gold Clio
Print Technique

Gold Lovie
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
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

 
 

Credits

Made in house at BBC Worldwide with Executive Creative Director Rafaela Perera


Producer: Lauren Holden
Creative Directors: Nick Meikle & Sarah Gerona
Photography: Todd Antony