Channel 5 London


Channel 5 launches new and improved 10 Years Younger in 10 Days.

10 Years Younger in 10 Days is a reality make-over show on Channel 5, featuring jaw-dropping makeovers and exciting advice on how to roll back the years and look like a fresher version of ourselves. The series is just as much about boosting self-worth and lifting spirits as it is erasing lines and firming jowls.

The Campaign:
Brandnation was briefed by Channel 5 (Viacom) to execute a paid influencer marketing campaign to support the launch of the new series of 10 Years Younger in 10 Days and raise awareness of the show in the run-up to transmission. The brief was to employ high-profile influencers to create stand-out content relevant to the show in lockdown targeting a younger audience, that could be utilised across all digital marketing channels.

What We Did:
We challenged 5 VIP influencers to deliver their own showstopping Makeovers on a loved one, friend, or family member whilst they were locked down. @oliviadbowen created a fun engaging makeover of her husband whilst @alexandraburke worked wonders on her best friend. Additional content creators included @dontjealousme, @courtneymegz, @ellis_atlantis who each worked wonders with their makeover subjects. This content landed via reels on instagram and was amplified via paid social media activation resulting in authentic and humorous content.

This campaign ran at a significant pace receiving positive endorsements, that helped shift the dial, delivering an uplift in viewing figures. The campaign exceeded KPIs by over 400%.

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