Content Partnership Creating the First Ever Ad Funded Programme on Sky Arts. My Greatest Shot Shining a light on Adobe Lightroom
Growth in smartphone penetration & the quality & 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 & tricks from professional photographers. 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 & Zinc Media Group to join forces.
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.
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.