The brand new series of Doctor Who offered us a real opportunity to confidently relaunch the brand, drive reappraisal and introduce a new generation of fans to the show via our new doctor, Ncuti Gatwa. Our campaign aimed to reinforce the perception that the BBC has the biggest content brands at the heart of UK culture and bring a new cohort of viewers to Doctor Who. Additionally we wanted to showcase the phenomenal production values seen in the new series, and re-introduce the show to lapsed fans – making it inclusive, accessible and fun. Our campaign used the breadth of the BBC both in terms of marketing channels and editorial partnerships, but we extended our reach off platform through a national out of home campaign, and via digital and social. Highlights included a Snapchat filter, social diversion ads and “super likes”, innovative episode title reveals and partnerships with over 20 content creators on TikTok. The show launched to critical acclaim in May, and is now the highest rating show for under 35 year olds across all UK broadcasters this year.