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WEBWIRE – Thursday, July 18, 2024
Channel 4 Sales is launching a new short-form digital series in partnership with Boots – building on its reputation as a leading content partner for brands.
In The British Summer Survival Guide, Gogglebox star Scarlett Moffatt sets out on the streets of the UK, trying to uncover the public’s most embarrassing summer stories.
Launching on 18 July, the series, produced by 4Studio Productions, runs on Channel 4’s YouTube, Instagram, Facebook and TikTok pages, with 4 x 60’’ episodes that feature light-hearted reflections on summer mishaps and adventures, each trying to make Moffatt laugh the most.
Each episode sees the person who tops the on-screen ‘shock-o-meter’ winning a ‘British Summer Survival Pack’. The Boots-branded pack features products including Soltan suncream, Bubble Slam hydrating cream moisturiser and Boots Cucumber Cleansing wipes. The episodes each cover differing summer activities including holiday stories, festivals and Pride.
The latest partnership between Channel 4 and Boots is their second Social Branded Entertainment collaboration, following the three-part social series Santa’s Day Off in December 2023.
Rupinder Downie, Content Solutions Leader at Channel 4 said: “We know our audience will relate to the authentic range of summer mishaps in our new series and Scarlett Moffatt is the perfect face for a campaign. This digital partnership is the latest in our line of brands returning to us to create content that has the ability to cut through to their target audience. The partnership underpins Channel 4’s commitment to content with a digital-first focus, as per its Fast Forward Strategy.”
Hanz MacDonald, Digital Development Executive, Commissioning at Channel 4 said: “This series will make viewers laugh along with Scarlett and reminisce about their own summer stories. We know that relatable, light-hearted content is what people want to see on their screens, so launching this campaign with a star well known for her warmth and wit is the perfect fit”.
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