Head of Social Media, iPlayer and BBC Three | BBC

ANDRE SOUSA

‘Forward-thinking digital media expert with over 12 years’ experience in TV entertainment, and social content strategy and growth.’

I spearhead dynamic teams that develop and implement cutting-edge social media campaigns for young adults and youth-oriented BBC shows on iPlayer, BBC Three and all other BBC channels.

My team crafts highly effective social media strategies aimed at captivating and connecting with under 35 audiences, surfacing our titles across the BBC portfolio and maximising iPlayer conversions.

Recent campaigns highlights include Drag Race UK, Charlotte in Sunderland, I Kissed a Boy, Bad Education and Man Like Mobeen.

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What I Do

Social Media

My team manages over 1 million followers (20% growth YoY). We enhance our shows and build relationships with our viewers on the most popular social media platforms (mainly Facebook, Twitter, IG). This includes tweet-alongs, campaigns, and original content using the show’s format points to increase brand recognition and increase views on simulcast and SVOD.

Branded Content

I help develop commercial partnerships that unlock extra revenue around our brands on social and off line. We've recently helped to deliver a very successful campaign with Carex around Mummy Diaries which paired TVCs with a social media campaign on the talent's platforms.

Data and Analytics

We achieve higher ratings and more views online. This includes optimisation of posts to drive catch up TV and getting our shows shortlisted for awards. We also leveraged all the insights available to get 2x 60min commissioned on ITVBe.

Online Video

Each year we deliver over 50M views organically (25% growth YoY in 2019). Revenue has jumped 10x in the past year and subscriptions rose 52%.

Digital Campaigns

We support our shows on social from launch to finish and work closely with talent, marketing departments from broadcasters and PR officers to design and deliver strategies that drive more viewers towards our shows and keeps them getting commissioned.

Digital First Entertainment

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Talks and Masterclasses

I'm passionate about my work and I enjoy sharing my experiences and delivering interactive sessions on digital entertainment and on how to create engaging media that drives results.