Taking a BookTok brand into its premium originals era
BBC
Creative 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.
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?
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
12.5M VIEWS
2026 FULL COMMISSION
A full 2026 commission to deliver BBC Bookworm’s long-term creative strategy and deliver a complete slate of always-on originals.
1.3M LIKES
123K SHARES
*The Rebound only
*The Rebound only
*The Rebound only
