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With a diverse global audience and a growing demand for digital content, BBC Studios needed a smarter way to gather data and deepen engagement.
“Grow has helped us influence content strategy. It’s more than just engagement—it’s about using data to make smarter decisions.”
BBC Studios, home to global brands like Doctor Who, Bluey, and BBC Earth, needed a smarter way to engage its diverse fan base. Manual tools made data collection slow and limited the ability to personalize content, making it harder to retain subscribers and fuel long-term loyalty.
With Marigold Grow, the team launched interactive experiences — quizzes, spin-to-wins, and games — across multiple franchises to organically capture opt-ins and preferences. These campaigns collect zero-party data, power personalization in newsletters, and inform future content decisions.
The Doctor Who Quiz, now in its fifth iteration, generated 84,000+ views and 61,000 entries in a single campaign, outperforming traditional formats on engagement. Bluey’s campaigns re-engaged lapsed subscribers, while ongoing interactive modules continue to boost conversions, refine content strategy, and grow audience loyalty at scale.
Before Marigold Grow, data collection was clunky. BBC Studios relied on less intuitive tools and manual processes, which slowed down campaign delivery and limited the amount of audience insight they could gather. What they needed was an easier way to engage fans across brands, while also learning more about their interests and behaviors.
Using Grow, the BBC Studios team now creates branded experiences, such as quizzes, games, and spin-to-wins, across multiple properties, including Doctor Who, Bluey, and BBC Earth. These experiences have become a central part of BBC Studios’ CRM strategy, designed to do three things:
One standout campaign: the Doctor Who Quiz. Now in its fifth iteration, it’s a fan favorite and a clear example of how BBC Studios evolves interactive content to meet audience expectations.
As Manon Jones, CRM Manager at BBC Studios, explained: “Every time we introduce a new doctor, we need to evolve. Our fans love proving how much they know, and Grow lets us keep up with that excitement.”
BBC Studios now regularly includes interactive campaigns in newsletters and welcome emails. Feedback modules embedded within campaigns help them refine what content to promote next.
The data gathered through Grow doesn’t just sit in a dashboard. It informs what content is delivered next. For example, BBC Studios uses feedback after content previews to personalize the content that users see in future emails. And with new personalization plans underway, including tailoring Doctor Who content based on quiz results, audiences can expect even more relevant experiences ahead.
BBC Studios values Grow’s ease of use, flexibility, and evolution. What used to be a multi-step, time-consuming process is now intuitive and fast, meaning more campaigns launched, more data collected, and more insights delivered to internal teams.
“We were using a different platform before Grow, and the experience of building was tricky. Marigold has improved over the years, and it's really user-friendly to build on now.” — Manon Jones, BBC Studios
Looking ahead, BBC Studios plans to deepen platform integrations, create more personalized audience journeys, and introduce new interactive formats to keep its global fan base engaged and growing.
