Haunting Success in Social Engagement

Written By Liz Favini

The Challenge:

As a leader in paranormal programming, October is Travel Channel’s most important time of year, with a monthlong programming block and streaming hub called Ghostober. For Ghostober 2021, my goals were to:

  • Drive awareness of Ghostober programming

  • Increase live stream views, engagements and followers on the recently launched Travel Channel TikTok 

  • Boost streaming of Travel Channel programming on the Ghostober Hub on Discovery+

 

1M

Live Streams

251M

Impressions

95K

New Followers

The Strategy:

Launch the very first Ghostober Live!, a series of live events across social platforms designed to position Travel Channel as the go-to source for all things Halloween.

  • Partner with TikTok to host a series of live events that they promoted platform-wide

  • Activate paranormal creators and network talent across TikTok, Instagram, and Twitter, creating social-first content to complement programming on Travel Channel and Discovery+

  • Engage macro and celebrity influencers for live events, takeovers, and content across TikTok, Instagram and Twitter

  • Implement strategic whitelisting plan

The Results:

TikTok Live Events:

  • 1M+ Live Streams

  • 60K+ New Followers

  • 147% Increase in Video Views

  • 179% Increase in Profile Views 

  • 208% Increase in Likes 

  • 551% Increase in Comments 

  • 1027% Increase in Shares

  • Shorty Award Winner in Live Video Category

Ghostober Bingefest Watch Party:

  • 251M Impressions 

  • 47M Video Views

  • 6M+ People Reached Across Social Platforms During Event

  • 35K New TikTok Followers

  • 53K Link Clicks to Discovery+

  • 1.25M Total Engagements

  • 4.25% Average Organic Engagement Rate

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

10 Mega-Viral Videos, $0 Paid Budget