Based on the audience insight, we defined our editorial proposition as delivering “something amazing every day”.

We needed to interrupt their journey with headlines that piqued their interest – e.g. Why seals have sex with penguins – a world exclusive story for BBC Earth which has had 1.2m unique visitors, and was picked up by the Daily Mail, Independent, Washington Post and many others.

Social is at the heart of the product and the content, and we have worked hard to optimize how we ask audiences to share our stories.

Key results:

• 554,221 unique visits in week 1

• Rebranded UK Twitter handle from @BBCNature to @BBCEarth – doubled the daily follower rate

• Your Life On Earth infographic, despite only launching in September 2014, was the most shared BBC URL of 2014

• Delivered new digital audiences to the brand

Top Content

Your Life on Earth Infographic – 1.3m Unique Views

Why Seals Have Sex With Penguins – 1.2m Unique Views

Mystery of the Man Eating Snakes – 436k Unique Views

Giant Sharks of the Arctic – 366k Unique Views