‘The integrations around the show all made sense and its collaboration with the talent worked seamlessly with the season’s schedule’
BBC TV Social for TikTok, Instagram, YouTube, Facebook & BBC
The digital campaign surrounding the first UK series of The Traitors to feature celebrities wowed the judges, with one calling it “the digital gold standard.”
The campaign delivered more than a whopping 180m global views (a 50% uplift from the preceding civilian series), as part of its mission to enhance enjoyment and understanding of the show and to convert viewers under the age of 35 into iPlayer viewers.
Leaning into the humour and personality of the hit show’s stellar celebrity cast, one judge said that this digital support demonstrated a real understanding of the show’s place in the digital world, “serving its audience brilliantly.”
“The integrations around the show all made sense and its collaboration with the talent worked seamlessly with the season’s schedule,” they went on.
The campaign also saw the BBC become the first UK broadcaster to secure a TikTok spotlight partnership, which featured a dedicated in-app microsite linking to iPlayer, a gamified ‘profile frame challenge’ encouraging fan participation and creator-led launch-night watch parties. This generated 108m views with an 87% UK audience and 83% under-35 skew, proving it resonated with younger audiences.
Another judge said the campaign was a “holistic campaign that not only fed the loyal ‘Traitors’ community, it created its own [universe]”.
With the Celebrity Traitors becoming one of the biggest hits of the year for the BBC, its digital support managed to capture something very special.
Shortlisted
Death in Dubai
BBC Eye Investigations & Thread Studios for BBC
From its inception, Death in Dubai was a digital-first, platform-native investigation into the shocking death of a young Ugandan woman. This digital support sought to bring audiences behind the widespread online speculation in a bit to combat rife online misinformation, to impressive effect.
Hollyoaks
Lime Pictures for E4 & 4Studio
The long-time winner of the category Hollyoaks continued to impress judges with the way in which its digital strategy lies at the heart of its storytelling. Delivering 1.1bn organic social views across all platforms in 2025, the show’s audience-first campaigns remain deeply impactful and engaging.
Scam Interceptors
BBC Studios for BBC
The Scam Interceptors team delivered its most far-reaching and effective digital campaign to date for the fifth series of the BBC daytime show. Coinciding with Scam Safe Week, the series set out to drive awareness among the British public of the ever-more convincing cons which they could fall prey to, an ambition which was supported by the wraparound work which ultimately achieved a 28% year-on-year increase in social views.
Taskmaster
Avalon Television for Channel 4
Judges were impressed by Taskmaster’s ability to expand the format’s universe, augmenting the viewer experience for every new series with multi-platform, interactive content. This includes the release of a new Fantasy League in which thousands of dedicated fans act as the Taskmaster, scoring the show themselves and competing in a global league. The result is a digital output that doesn’t just promote the show, it takes a viewing experience well beyond the living room.
The Wonderfully Weird World of Gumball
Hanna-Barbera Studios Europe for Cartoon Network (UK)
The team set out to redefine how an audience first, multi-platform digital strategy could shape the return of a beloved franchise, impressing our judges along the way. Across social media, the campaign gathered exceptional scale and cultural reach to become the number one performing asset in the kids genre on TikTok.
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