2012 was an exciting, transitional year for Cartoon Network’s Facebook page. After reaching the 10 Million Like milestone in mid-2012 and experiencing growth averaging a million Likes per month, focus shifted from fan growth to having fun with the passionate and enthusiastic community members. Providing engaging content in a distinct brand voice paid off: Engagement was up 40% over 2011, and Like growth continued unabated, seeing the page finish the year with over 15 Million Likes as the second-most liked television network on Facebook overall and in first place among kids’ television networks. Fans know it’s THE place to come and celebrate the brand they love in social media and the hub of a network of over 17 Cartoon Network-related pages that, as of the end of 2012, encompassed more than 39 million total likes.Since entering the social space in 2009, the primary goal for the Cartoon Network Facebook page was Like growth. In reaching the 10 Million Like milestone in mid-2012 and experiencing growth averaging a million Likes per month, we shifted focus from recruiting fandom to nurturing it, and the results were staggering. Not only did the meteoric growth continue, with Cartoon Network finishing the year as the second-most-liked television network on Facebook and the fourth-most-liked media brand page, after Facebook, YouTube, and MTV, but engagement rates showed double digit increases over the previous year. We attribute this growth to an increase in brand voice posts that celebrate the brand without any direct marketing message alongside more traditionally directional marketing messaging. As a result, we were able to celebrate the things our fans love about our brand, while at the same time encouraging them to sample new offerings. Key executions that stood out in a banner year for Cartoon Network social media include: - 10 Million Fan Count-Up, an image-based count-up stretching from 9.6 million fans to 10 lasting 2.5 weeks, also including a progressive cover image reveal, culminating in a celebratory 10 Million Fan post and song from fan-favorite CN character, Brak - Cartoon Network 20th Birthday, a celebration of Cartoon Network’s 20 years bringing quality and hilarious shows into homes. We shared a custom 20th Birthday Video and populated the Cartoon Network Timeline with key moments from the network’s 20-year history, allowing fans to relive their favorite moments, which drove 125% more engagement over the previous month.
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