A social campaign for P&O Cruises, headline sponsor of the BAFTA TV Awards. The aim was to make the partnership meaningful for the P&O Cruises’ audience, moving beyond logo placement and celebrity access to something more purposeful, relevant, and distinctly on-brand in voice and tone.
The campaign ran across three phases – before, during and after the awards – combining platform-native, social-first content with live coverage and precision paid media. On the night, I was capturing social-first content live on the red carpet and editing assets for same-day posting. Every asset was platform-optimised; every post timed for maximum cultural relevance. Our strategy was informed by audience behaviour, with a tailored approach for each channel:
• Facebook: multi-image galleries and onboard video to engage the core cruise community.
• Instagram: influencer collaborations, Reels, carousels and Stories for entertainment-first discovery.
• TikTok: short-form, in-the-moment content and trending formats for shareability and new audience reach.
• X: real-time updates and event conversation at peak cultural engagement.
• YouTube: keyword-optimised, longer-form interviews and partnership hero content.
• Paid media (Meta and TikTok): phased campaigns moving from awareness to traffic to conversion, with creative tailored to each objective: organic-native formats for awareness, direct conversion assets in the commercial phase.
The results set a new benchmark for P&O Cruises’ BAFTA activity. Across paid and organic, content reached 27M+ across social platforms, generating 8.4M+ video views and 6M+ engagements. Purely organic video views hit 4.6M+ (+283% increase year-on-year). Paid performance exceeded every KPI: +53% reach YoY, +118% video views vs KPI, and a +200% YoY increase in cruise bookings. Positive sentiment reached 92%.
