Katie Piper’s Jailhouse Mums
PRE TX:
Katie Piper’s Jailhouse Mums was my very first project at UKTV. Working alongside my fellow brilliant Social Creative, Adam Davies, we developed a multi-strand strategy to tie into the creative line, ‘the toughest sentence of all’. We wanted to ensure all Paid Social worked hard to establish this brand new show, leverage the incredible Katie Piper and showcase the often heart-wrenching stories that the show explored.
For Pre-TX, we went big with 6 different creatives (my producer nearly killed us):
We created two social versions of the conceptual on-air promo to test whether an opening shot of a pregnant bump or Katie Piper performed better (answers at the bottom of the page!).
To highlight the brilliant authenticity of Katie Piper, we got her to shoot her own show explainer and created two alternative cuts combining her explanation with conceptual footage and clips from the show.
Finally a shorter teaser with a different script to emphasise the emotions that this show was packed full of.
Post-TX, we continued to use the conceptual social promo and teaser edits along with three clips from the show, chosen to showcase the devastating true stories that Katie uncovers within the series.
And the answer to which performed best? Despite all best practice advice, it was actually the bump that considerably outperformed the opening shot of Katie. Proving that, like the Pirate Code, the rules are more like guidelines…
POST TX: