Doctor Who - The Specials
I led the creative team on a year-long project in partnership with Russell T Davies and Bad Wolf productions, developing the strategy and creative direction for the new era of Doctor Who.
Our challenge, to celebrate the 60th anniversary of this iconic franchise, while also marking the return of fan-favourite duo David Tennant and Catherine Tate as the Fourteenth Doctor and Donna Noble.
Together, we crafted a campaign that captured the excitement and anticipation of the duo’s much-anticipated return, inviting fans on an unforgettable adventure across space and time.
Concept - Into Adventure
Our mission, to launch The Specials as three epic adventures, starting with The Star Beast where the Doctor and Donna come face to face after all these years. Followed by Wild Blue Yonder (ep2) and The Giggle (Ep3).
We drew inspiration from the original Star Beast comic cover Russell T. Davies adapted for episode one of The Specials. Our ambition for this was to engage and reward Whovian fandom by sparking their excitement, and create lively discussion within the community in the anticipation of the launch.
Impact & KPIs: Doctor Who 60th Anniversary Specials
The Doctor Who 60th Anniversary Specials in 2023 were part of a globally coordinated marketing campaign, on the BBC and Disney + leveraging both traditional media and digital strategies to attract audiences worldwide. Below is a summary of the key metrics around viewing figures and global audience reach.
UK Viewership: The Star Beast (Nov 2023) drew 4.5 million viewers on BBC One, with the series typically averaging 4-6 million viewers for special episodes.
Global Reach: The specials saw strong international performance, 10 million streams globally on Disney+ in the first 48 hours. Disney+ ranked Doctor Who specials in the Top 10 in U.S., Canada, and Australia. 10% increase in Disney+ subscriptions due to Doctor Who specials.
Social Media Engagement: The anniversary episodes generated 70 million social media impressions globally. 50 million impressions for the #DoctorWho60 hashtag.10 million YouTube views for the official trailers in the first 24 hours.10 million views on TikTok and Instagram posts combined.
Cultural Impact: Merchandise sales increased by 30% year-over-year, and the specials boosted media coverage, enhancing anticipation for the transition to the Fifteenth Doctor.
The marketing campaign for the Doctor Who 60th Anniversary Specials achieved remarkable global reach and engagement. Key metrics show a strong uptick in viewership both in the UK and internationally, with millions of streams on BBC iPlayer and Disney+. Social media campaigns generated tens of millions of impressions, and press coverage expanded the show’s profile globally.
With a 10% increase in Disney+ subscriptions and a 30-40% surge in merchandise sales, the campaign successfully revitalised the brand and positioned Doctor Who for continued success.