Series One of Victoria was the second major campaign we launched. For Series One we used the production company, Mammoth Screen’s, Social Media handles. This was because we weren’t sure how big the campaign needed to be or if we were going to get a second series.
Again, we used Mammoth Screen’s mascot, Cavendish, to build engagement and brand awareness.
Between series’ we celebrated events that happened throughout history. This helps keep fans engaged whilst waiting for new content.
We use TX cards to highlight key moments throughout the episodes. We put these out during the show live, this encourages fans to use the hashtag and help us get it trending on Twitter. This is our aim each episode and we hit our goal the majority of the time. For Victoria we use the hashtag, #Victoria, or if it’s airing in the U.S we’ll use #VictoriaPBS. This allows us to reuse content for both national and international audiences, using geo-targeting and scheduling software to do this efficiently.
International days of celebration are a great way for us to produce relevant and engaging content. It helps us reach new audiences by using trending hashtags to our advantage. With our in depth content calendars we will prepare ahead of time, being sure to only share assets we know will provide the best return on investment.
Awards are the best way to build awareness of a show, they advocate our actors and the encourage follow on series’.
Q&As with the cast are one of our favourite ways to get engagement up prior to an episode. We encourage fans to send their questions in using the hashtag, then we answer them in the run up to the episode airing. This helps our hashtag trend and provides fans with a fun and informative insight into their favourite characters.