BBC Traitors took to TikTok

How can you adapt The Traitors, the BBC’s successful new reality game show, for a prominent digital platform? Transform the game into a reality experience prioritising social media engagement.

BBC Traitors | Brisk Agency Case Study
BBC Traitors | Brisk Agency Case Study

Our goal was to raise awareness of the BBC’s latest reality TV game show, The Traitors, among a younger audience and position the series as a must-watch TV event on BBC iPlayer.

3m+ total following
206k views on talent content
8.2k post engagements
4.9% average engagement rate
BBC Traitors | Brisk Agency Case Study

Our Solution

When it premiered on UK television in November 2022, The Traitors introduced a completely innovative format. Unlike other popular TV shows with a robust social media following, we lacked an existing engaged audience.

Our solution involved orchestrating a unified storyline across various creators for a single campaign. Each creator brought a unique perspective, necessitating the celebration of their individuality while overcoming logistical and creative hurdles.

We crafted a TikTok campaign led by creators that mirrored the show’s gameplay. In this campaign, our selected creators competed as either Faithfuls or undercover Traitors seeking to disrupt the game. Leveraging TikTok’s native platform features, we translated the whodunit-style format to midweight talent, each with an average following of over 800k.

Our quartet of creators – @formzofficial, @nohailchooch, @danispeaks, and @itssarahgordon – engaged in their own challenge, attempting to unveil the traitor among them. They prompted their audiences to share guesses and theories, urging them to watch The Traitors on BBC iPlayer.

To ensure a strong alignment with the show’s brand, we captured the initial content at the press launch event for the series, featuring none other than the beloved host of The Traitors, Claudia Winkleman.

Over a span of five days, our creators shared 13 distinct TikTok assets, encompassing feed posts, Stitches, and platform-native filters. This effort resulted in a reach of 3.2 million, over 200k views, and an average engagement rate of 4.9%. The campaign was well-received by audiences, amassing over 8k engagements and 100+ comments expressing support for the campaign or curiosity about the gameplay.

Instagram Stories served as an ideal platform to associate KFC with the World Cup using native features. We introduced three unique formats: Milestone Moments, The People’s Pundit, and The Ultimate Match-up.

Whether we offered a free KFC Delivery for competition milestones, or let fans predict what was to come, these formats amassed 31,184 engagements and over 215,000 views.

“Working with the team at Brisk Agency enabled us to create a campaign that would immerse audiences in the world of The Traitors on TikTok, and allowed us to bring the unique and compelling gameplay of the series to life in the digital space. ”

Jamie Dodds | Digital Commissioning Executive | BBC Entertainment