Big Brother & Celebrity Big Brother UK

With Big Brother returning to our screens in 2023, and Celebrity Big Brother following suit in 2024, I masterminded and led on all digital output for the show, from devising the social relaunch strategy to guiding the digital team on the ground.

On a daily basis we produced the exclusive teaser trailer ‘Sneak Peek’ to a tight deadline, along with live show content and original pieces, all captivating the youth demographic to make Big Brother their new TV obsession. We also had to reengage heritage fans on the show who grew up with the format, bringing them up-to-the-minute news and top tier content across TikTok, Instagram, Facebook, Twitter/X, YouTube and the official Big Brother app.

With so much ground to cover and episodes airing six days a week, exceptional editorial judgement, an eye for accuracy and the ability to make fast decisions were key. My decade plus experience allowed me to confidently guide the team to produce their best work, while ensuring quality, tone of voice and strategic choices were all upheld across everything we did. As a result, we saw exceptional growth across all platforms, cementing Big Brother as a leader in social media excellence in the TV and entertainment market.

My strategy took viewers beyond the Big Brother House, giving them more of the Housemates than ever. This included exclusive stage-side content, exit interviews and never-seen-before footage, that captured the attention of fans, old and new.

The pay-off is seen in the numbers, with over 170million video views on TikTok alone across both campaigns.

Relaunching Big Brother for a modern-day audience meant setting the bar high. Accessibility was key to our campaign, with custom audio description videos for each Housemate ringing in the show’s return with purpose, sending a clear message: Big Brother is for everyone.

This set us apart from other reality TV series, showing the industry what a truly inclusive social media campaign looks like.

Our exclusive teaser trailer Sneak Peek was produced and published daily, giving fans a flavour of what was to come at 9pm every night. This drove fans from social to linear TV, encouraging them to watch the full episode to watch all the drama and action from the House unfurl.

This would drop across six platforms simultaneously, reversioned to be optimised for viewing and sharing wherever fans were watching.

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