BBC THE TRAITORS
BBC THE TRAITORS
CREATIVE LEAD
BBC: THE TRAITORS
To launch The Traitors, BBC’s new reality game show, we needed to build hype fast- and with no existing fanbase to tap into, we had to start from scratch. Our goal? Get younger audiences curious, talking, and heading to iPlayer.
We turned the show’s core concept into a creator-led TikTok campaign that played out like a live social whodunnit. Influencers like @formzofficial, @nohailchooch, @danispeaks, and @itssarahgordon took on secret roles as Faithfuls or Traitors, pulling their audiences into the drama and daring them to guess who was who and was threatening to spill Formz’s secret.
It all started with a tap on the shoulder.
Across five days, we dropped 13 TikTok assets- feed posts with hidden messages featured throughout, live sessions, stitches, even a custom filter- all designed to fuel speculation and get viewers hooked. The results: 3.2M reach, 200K+ views, and a 4.9% engagement rate. A brand-new show, with buzz that felt anything but.