Channel 5: a Facebook social campaign with YouTube integration

The client

Channel 5 is one of the UK's major broadcasters. In 2012, with audiences spending their time inside Facebook rather than on brand websites, Channel 5 wanted a social campaign that lived where the conversation was actually happening. New Brand Media designed and built it.

The challenge

Running a social campaign on Facebook in this era meant more than posting to a page. It meant building a custom branded experience inside Facebook's own app framework: an environment with its own rules, its own user behaviour and no room for a traditional website mindset. The campaign also had to bring Channel 5's YouTube video into the experience itself, so audiences could watch without being sent away from the platform.

What we did

We delivered the social media campaign, UX design, Facebook development and YouTube channel integration for Channel 5: a branded campaign experience built natively inside Facebook, with video at its heart.

Our approach

We designed for the platform, not against it. The experience was built inside Facebook's framework and shaped around how people actually behave in a social feed: short attention, instant payoff, everything one tap away. Integrating the YouTube channel meant Channel 5's video content played within the campaign itself, keeping audiences engaged with the brand rather than bouncing between platforms.

Outcome

Channel 5 got a branded Facebook campaign with integrated YouTube video, designed and built by New Brand Media as a direct engagement in social campaign design and in-platform UX.

Context & coverage

This work sits in the brief window when Facebook brand pages and app-canvas experiences were the centre of social marketing, before the platform wound that format down.