After 25 years on British television, Hollyoaks was in serious decline. It was a key show for Channel 4’s advertisers to reach younger viewers who were watching less television. A marketing-led strategy to reverse the show’s loss of share and commercial impacts included both changes to the show’s production, and greater use of paid airtime and social media marketing to win back lapsed or convert new viewers by focusing on Hollyoaks new characters and particular storylines.An investment of £1.3m in paid media led to an increase in advertising revenue for the broadcaster, delivering a profit ROMI of at least £1.38 and potentially as much as £2.69 for each £1 invested.