Cold Feet was returning to ITV after 13 years and boy has a lot changed: the iPhone and Facebook didn’t even exist when Adam first met Rachel in 2003! Our challenge was to reconnect the fans who loved the previous series whilst making the show relevant for new audiences.
Facebook was the perfect place to organise reunions and create new friendships, whilst building on a strong base TV plan. With a multi-format campaign, we ran audience specific video, gif and clip based formats, the newly launched Canvas and the first UK TV ‘custom icon’ at the top of millions of FB pages reminding them to get involved.
This was one of ITV’s largest ever social campaigns. Cost per engagement and view through rates were more than twice as effective than average and we saw this translate into viewing; Cold Feet was welcomed home to ITV as one of the most successful drama launches of 2016.