This document discusses the marketing strategy for Season 2 of a television show. Season 1 saw success through existing fans, sampling, advertising, and reacting to the fan community. For Season 2, the strategy was to get more people seeking information about the show pre-premiere through every touchpoint possible, including social media hubs, blogs, profiles, and the official website. Tactics included a broad online premiere and a "Lip Dub Fansterpiece" video. The results included over 500,000 Facebook fans, millions of views of amateur and professional content, and over 2 million views of the Season 2 premiere online.
2. Season 1 marketing recap!
•! Built on existing global fanbase!
•! Aggressive product sampling and syndication
strategy!
•! High-impact display advertising campaign to
drive tune-in!
•! React, react, react via community!
3. The situation following season 1!
•! Relatively strong first season!
•! Evangelizing fans, fragmented base!
•! Ravenous community!
•! Emerging potential for mainstream success!
4. What we knew!
TV info seekers who seek information on a show pre-premiere are
more likely to become regular viewers…!
“I watch this show regularly”!
Looked for information Pre-Premiere!
Looked for information Post-Premiere! %&#$
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New Show! Current Show!
5. What we know!
… and are more likely to make the time to watch the show loyally,
every week – when it airs.!
“I watch this show regularly every week when it airs”!
Looked for information Pre-Premiere!
Looked for information Post-Premiere!
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6. What we know!
Most importantly, pre-engagement also turns viewers into
influencers.!
How many friends do you think you have convinced to watch these particular TV
shows? Your best estimate is fine…!
Looked for information Pre-Premiere!
Looked for information Post-Premiere!
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7. Challenges!
•! How do we get more people to see (and seek)
more information about the show?!
•! How do we get more people to create more
content about the show?!
•! How do we earn more advocacy for the show?!
•! How do we mainstream the show while still being
loyal to its cult roots? !
•! How can we bring the brand closer to people, but
just as importantly, bring people closer to each
other via the brand?!
8. The strategy: Leverage every touchpoint!
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9. The strategy: Dotcom vs. Notcom!
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Social media hubs!
blogs!
Official Website! Content partners!
profiles!
Promotional hubs!
10. The tactics!
Broad, syndicated
online season
premiere!
Facebook “Lip Dub
community! Fansterpiece”!
23. Paid vs. organic performance!
paid! organic!
Organic engagement increased overall engagement by
30%.!
There were 38 million organic impressions generated via
ad or content engagements, resulting in an effective
CPM of 85% lower than planned.!
26. Tweet volume!
Show airing! Show airing!
Show airing!
Online
premiere!
Season 2
premiere!
27. The results!
•! Over 500,000 fans in FOTC community on
Facebook!
•! 1000 minutes of amateur video content created
with over 500,000 views – millions of views of
professional content!
•! Over 2mm views of the Season 2 premiere online!
•! Almost 70 million organic impressions of
Conchords Content!
•! A successful launch of a second season!
28. The Takeaways!
•! Keep communities active!
•! Connect everyone and everything!
•! Take advantage of the Facebook redesign!
•! Use UGC to tell a story!
•! Leverage social media ad spending to optimize and
maximize organic engagements!
•! Make everything portable!
•! Make use of OPP!
