Look, in all honesty we should be hung up on how effective it was, not that they deployed influencer marketing (a fairly normal tactic) in the first place. Did it meet KPIs? Given the hot mess and poor overall uptake and performance of T&T I'm guessing not. https://twitter.com/BBCNews/status/1300230944188772352

In and of itself, influencer marketing is a pretty common tactic for health awareness - you see it a lot, for example, in cancer awareness and screening uptake campaigns. So the question should be why and how they chose the influencers they selected, and how effective it was.

My instinct is that they massively fucked the influencer campaign because they did it for the sake of doing it because that's how screening awareness campaigns are done, rather than actually putting any thought into making it work.