In 2020, the MGM Studios social team set out on a mission with one goal in mind: transform the studio channels from a wasteland of content into a thriving brand with a strong voice and engaged community.
Over the last few years, social has become a place where brands can really show their voice and creativity. We wanted to take advantage of the opportunity, but still do so in a way that acknowledged the rich history of MGM, while also tapping into the online trends and exploring new content strategies. The goal was not to try too hard; we didn’t want to become a meme account or get into Twitter battles with Wendy’s. Our true objective was to establish MGM’s brand awareness, engage with our audience, and create content that wasn’t just likeable, but shareable and cool!
We began by giving the MGM social channels an upgraded look and feel. By creating cleaner and more engaging assets paired with a stronger, cheekier voice, we were able to have fun with our audiences online. Once that foundation was set, we began rolling out original content series like our curated #MGMood themed playlists based on our film catalog, interviews with MGM talent such as Jessica Roth and Keanu Reeves, and tweet and call backs where we pose a question to our Twitter audience and respond back with our personalized answers. The MGM social channels also became an eventized space with the first ever Legally Blonde Facebook Live Watch Party back in March 2020, and then again in May 2020 with the Rocky Facebook Live Watch Party with Sylvester Stallone (Yes, he was live on camera commentating throughout the film. It was iconic.)
We also created an MGM Studios brand TikTok account. Our team worked diligently to find TikTok worthy clips, the perfect trending audio, and create our own edits that would grow our following and build a brand affinity. Throughout the year we had several videos go viral, one even achieving over 7 million views.
Our team worked diligently to track trends, engage with our audiences, and not just join conversations, but start them!
It’s safe to say that by the end of 2020, the MGM social channels were thriving in comparison to where they were at the beginning. Over the year, we organically generated 63 million impressions, 35 million views, 6.6 million engagements, and 250k new followers across all the MGM social channels. Through all of the content, social series, TikToks, and watch parties, we created a strong, identifiable brand voice and built the first ever MGM Studios social community.
