Connecting With GenZ

Written By Liz Favini

The Challenge:

By 2020, Investigation Discovery had established itself as a dominant force in true crime television, but a new generation of GenZ true crime enthusiasts remained largely unaware of its existence. With high-priority specials scheduled at 9 pm over 9 nights, was there a way to revamp our social media strategies to engage our loyal fans (ID addicts, as they called themselves) and introduce ID programming to a younger audience?

 

24M

Total impressions

200%

Increase in social unique mentions

200%

Increase in social unique authors

The Strategy:

  • Launch a multi-platform influencer campaign designed to break through the social media noise

  • Execute a targeted whitelisting strategy

  • Host nightly Facebook Watch Parties

  • Saturate the social landscape across Instagram, Twitter, YouTube, and Facebook

  • Utilize native social features such as live streams, watch parties, interactive polling, and custom Giphy stickers

The Results:

  • 15 Days

  • 15 Influencers 

  • 24M+ Cross-Channel Impressions 

  • 4 Social Channels Activated 

  • 2 Nights Trending On Twitter

  • 200%+ Increase in Social Unique Mentions 

  • 200%+ Increase in Social Unique Authors

  • 5 Point Lift in New Viewers

Liz Favini https://elizabethfavini.squarespace.com/
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