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Taking a BookTok brand into its premium originals era

BBC

Creative Strategy Lead

The challenge

BBC had a Booktok channel but it lacked a clear identity - relying on archive cutdowns and generic quick-fire content that struggled to engage BBC talent and cut through on #BookTok.

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The insight

#BookTok is one of TikTok’s biggest communities - but it’s dominated by unchecked recommendations and trend-led content. There’s a white space for premium,  curated storytelling. That's where the BBC come in.

My response

Created 2 premium original formats that blended premium editorial, BBC-level curation and TikTok-native storytelling, proving the potential of BBC originals.

↳ The Rebound

↳ and What the Book?​

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Off the back of their success, I pitched a long-term creative strategy and a full slate of always-on originals that would position them as an originals-first channel in 2026.

Results:

*The Rebound only

12.5M VIEWS
 

1.3M LIKES

FULL CHANNEL COMMISSION

123K SHARES

Commissioned to deliver BBC Bookworm’s long-term creative strategy and slate of always-on originals in 2026.

The Rebound pt.2
(The Reveal)

Designed to genuinely enthuse talent by gifting them bespoke, hand-bound editions of their favourite books.

The Rebound pt.1
(The Process)

A soothing BTS look at the process of creating a bespoke book cover for a celebrity - tapping into #BookTok’s love of DIY, craft and ASMR.

Text about this 16:9 video to go here

+ reformatted and recommissioned for BBC iPlayer

WTB? (What The Book?)

Placing BBC in the heart of the book-loving community through a host-led tour of the UK’s quirkiest bookshops. Building on the content that performs best on BBC's BookTok channel: book reccomendations.

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