IFC tasked GLOW to position the network as an authority in the off-beat comedy space and take IFC from content promoter to content producer via their social channels.
Fans on social needed to know that IFC is not just "that channel with Portlandia" - but can offer them a slightly-off perspective on their favorite cult-classic movies, current events and whatever the internet is talking about this week, in real time.
As a nod to IFC's tagline, 'Always on, Slightly Off', we took the approach of being always on trend, but slightly off.
Using IFC's original and licensed content, we poked fun at everyday trends and the never-ending political circus by creating custom memes, clever tweets, and #relatable videos tailored to shake up the social platforms and make people laugh.
One of the biggest challenges was developing an original comedic voice that spoke not like a brand, but more like that person at the party who always has a unique perspective and something witty up their sleeve.
Don't take it from us, take it from Twitter user @Miku_hatsune82, "So funny, made my day. 😂 " Since shifting strategy, IFC has garnered 3.9M Engagements, 108M Impressions and 17M Video Views across Facebook, Twitter and Instagram.