Channel 5 Selects Brandnation For Content Brief


Following a competitive pitch process, Channel 5, has appointed Brandnation to handle a press and influencer campaign to support the launch of the channel’s second season of its hit show ’10 Years Younger In 10 Days‘. The second season will consist of six episodes, the first of which is scheduled to air on Thursday March 18th at 9pm.

Brandnation will be responsible for supporting the new show with a creative paid influencer marketing strategy as well as providing tactical media support dedicated to the show, and working closely with Channel 5’s in-house team. Part of Brandnation’s campaign will include challenging talent to makeover a friend, partner or family member to make them look and feel their best.  The campaign is designed to build targeted positive consumer awareness and engagement for the new season.

The new season will feature more jaw-dropping makeovers as a TV journalist, Cherry Healey, and her team have just 10 days to transform the looks and confidence of members of the public who look and feel a lot older than their years. This season, the cast will include nurses, carers, cancer sufferers, exhausted mothers and a police officer, all of whom seem to have prioritised everyone else before themselves. Cherry and the team of dentists, stylists, hairdressers and make-up experts set about their transformations whilst also helping to tackle the confidence issues many of the cast have experienced. The new series promises to be just as much about boosting self-worth and lifting spirits as it is erasing lines and firming jowls.

According to Claire Wigington, Head of Press at Channel 5,“We are looking forward to working with the team at Brandnation to build on the excitement that the first season generated. It’s a feel-good show which celebrates self-care for those who often prioritise others before themselves. We want to really get across the feeling of positivity that it evokes.”

Mary Killingworth, Brandnation’s Managing Director says, “We are delighted to have picked up this really interesting brief from Channel 5, for one of its flagship new shows. Our campaign is designed to generate maximum noise for the new series which will be elevated by our team of partner influencers.”

The first season of ’10 Years Younger In 10 Days’ aired in spring 2020 with host Cherry Healey and was an instant hit. During each episode members of the public undergo 10 day’s worth of non-invasive cosmetic procedures as well as being treated to hair, make-up and fashion over-hauls, resulting in a transformation of their appearance. Following their makeovers, each transformation is shown to the public in order to discover the contestant’s new ‘average age’, which is often dramatically lower than when they first embark on the journey.

The Brandnation account team for ’10 Years Younger In 10 Days’ will be headed up by Deputy Managing Director, Eva Frankel, supported by the agency’s influencer and beauty PR teams.