Content Partnership Creating the
First Ever Ad-Funded Programme
on Sky Arts
Growth in smartphone penetration and the quality and ambition of user-generated photography content, have resulted in more people keen to improve their skills. Adobe’s digital platform ‘Your Shot, Your Story’ addresses this by offering tips and tricks from professional photographers. To further enhance its success, Adobe was looking for opportunities to extend its offering into areas that would reach new audiences in key markets. Meanwhile, Sky Arts’ popular series, ‘Master of Photography’ had recently come to an end. So, it felt like a picture-perfect moment for Sky Media and Zinc Media Group to join forces to embark on an idea for a fresh new photography series.
A pitch with Sky Arts Commissioning was arranged and the channel experts loved the idea of democratising the hobby, as it was closely aligned with their own strategy of making the arts more accessible. The concept of a new show, My Greatest Shot, was given the go ahead, subject to a brand fully funding the six-part series and investing in a media campaign to support it, in return for a peak slot launch and social media support. With such a significant level of investment required, it was clear the series would have to fit hand in glove with a funding partner’s own KPIs and offer them something that no other opportunity could.
Zinc brought Adobe on board at the earlier stages to work collaboratively with production company Tern TV on development of the format, casting of photographers and the integration of Adobe Lightroom. This was done to add value for the viewer experience – the use of Lightroom as an essential phase of the development of each photographer’s career-defining images.
To ensure the investment from Adobe would deliver the maximum impact – social, print and digital promotion extended reach and engagement of the series amongst a targeted audience of photo enthusiasts and creative professionals.
Additionally, culture and photojournalism magazine brand ‘Huck’ was enlisted to create promotional content that included double-page editorial interviews and digital features with the series’ contributing photographers – all directing their highly-targeted viewers to watch the Sky Arts series.
Sky Arts included #MyGreatestShot within the programme and pushed it out across @skytv social channels to drive engagement.
Huck’s social media channels shared and promoted the content using #MyGreatestShot to achieve and exceed engagement and impression targets.
The activity in Sky’s social channels exceeded all targets, and racking up just over 1m video views and over 2.2 million impressions. The series itself was also a massive success, delivering over 11,000 downloads on Sky Arts VOD – and making it the 6th most downloaded programme on Sky Arts VOD during Q4 2021.
Independent research from Differentology proved My Greatest Shot successfully communicated product purpose, and significantly shifted brand awareness (by 11pp) and product favourability with 7 in 10 claiming a more positive opinion as a result. 94% of viewers claimed to have taken action as a result of exposure to Lightroom, with 40% of respondents searching online for more information on Adobe’s product. And as a true testament to the quality of the production, this My Greatest Shot AFP partnership has also now been shortlisted for a Broadcast Digital Award.
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