While many brands subscribe to the "always on" mantra, we live it because our fans live it. #CloneClub is a global community who are truly invested in the show. While growth and engagement metrics matter, keeping #CloneClub satiated 365 days a year with clever content is always our goal. We make this show for them and we don't want to let them down.
The real joy in having to create so much content for an audience is the flexibility to experiment. In addition to our usual array of insider videos, images, and contests, we took our fans inside a day of shooting on the show's final season. Using Facebook's live-streaming capabilities, fans were able to witness Emmy-winning actress Tatiana Maslany create a scene. They were also able to see what goes on behind the scenes through the crew's eyes during production. Now, when they see that scene in the season, they'll feel like more a part of the show than they already are.
Overall, our content isn't worth anything if it's not in the right voice and tone. To that end, we also took one of the show's most beloved (and feared) characters, Helena, into the "real world" by... giving her a cell phone. We regularly post screenshots of our "texts from Helena" commenting on things going on outside of the world of Orphan Black. This has proven to be some of our most engaging content and allows us to comment on global moments from a character's perspective. Our audience regularly comments that they read the texts in Helena's voice. That's editorial success.
#CloneClub is happy... and continues to engage in the brand going into its fifth and final season. Because we're always supplying new and fresh content, our engagement stays up even in the off-season. We're also still constantly adding new fans and aim to surpass 1 million likes this season.
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