For series one, our aim was to raise awareness of the show and coming on board half way through the series meant we had to do this quickly. As the majority of the cast have huge followings online, it was essential for us to find a way to encourage them to repost and share content. One of the ways we did this was to produce quote cards for each of them. They were visual, quick and fun. A lot of them were also relateable outside of the Ascot content which allowed us to break out of our network and reach a wider audience.
Reaching A New Audience
Once we got the cast into the habit of sharing content, we realised they weren’t tagging our official handles and avoiding using branding on their own pages. To ensure that all posts pointed back to the official source, we only shared images with the repost logo. Sending their thousands of followers back in our direction.
Behind The Scenes
As we had more time to prepare our series two campaign, we got to interact on a much deeper level with the cast and crew. We went to ITV to provide an in-depth social media briefing, and we also went on location to the press shoot to get behind the scenes content. This included Instagram stories to introduce each episode and behind-the-scenes stills that we can later use in our campaign.
To ensure audience retention and to keep up viewing figures, we tend to do short teasers ahead of each episode. This gives people an insight of what’s to come and keeps fans engaged.
The style of content changed for S2 to be more snappy, brighter and more engaging. The copy developed a more confident and modern tone and we’re proud to see that we’re already doubling the engagement rate of other popular reality shows.