Discover a hero inside you campaign summary

1. Discovery Channel
Discover a hero inside you

2. Campaign Goals
• raise a content awareness and channel ratings
TA
• 1 - Discovery Channel current customers
• 2 - Discovery Channel potential customers
Challenge
Although Discovery is worldwide known and popular
channel, Ukrainians are not aware of broadcasted great and
varied content on it.

3. Campaign Idea
“Discover a Hero inside You!”
Campaign Summary
• Agency hired professional psychologists to create a test that
would divide all men on psychological archetypes
• Thus we got 11 psychological portraits adapted later to 11
heroes from Discovery Channel TV shows
• After passing the test user got result with one hero description
and the TV show announcement absolutely appropriate to user’s
inner world
• Users that shared their results in social networks took part in
lucky draws of 4 cameras Go Pro Hero2

4. Execution
Enjoy funny
psychological test
Find who your are
And recommendations for best
Discovery channel shows for You
Authorize trough Facebook or vk.com
Get badge and chance to win the prize

5. Results
Low-budget promo campaign became viral!
- We got 450,000 unique site visits in 5 weeks.
- Viral traffic is about 87% (more than 390,000 unique site
visits).
- Viral coefficient = 7 (1 paid user brought 7 free visitors).
More important, PR results were great:
- Discovery Channel gained 5-minute contact with TA for less
than $0,05.
- In 1 month Discovery Channel gained more than 50 new
requests from Ukrainian TV providers.
- In 3 months Discovery Channel TV ratings in Ukraine rose on
15%.