FanologyPV is Prime Video's editorial and social channel for all of its superhero, sci-fi, fantasy, and adult animation titles. The channel was created for fans, by fans, with the intention to break the typical fan community mold and highlight content creators, ambassadors, artists, cosplayers, and fans across diverse backgrounds. We strive to build an audience that is open, inclusive, compassionate, and passionate about their fandom!
Prime Video's animated series, "The Legend of Vox Machina," provided an opportunity for FanologyPV to exclusively lead a campaign for a major streaming series, as well as draw fans of that series to FanologyPV's other content. Our goal here was to win over existing fans while enticing new ones, using the fan-first culture that FanologyPV had already cultivated and relying on organic, fan-generated hype, as well as utilizing Instagram platform tools to drive engagement well beyond our expected reach.
For this specific, fully organic campaign, we built our strategy deliberately around who we could partner with: creative partners, media outlets, as well as content creators and ambassadors from our wider FanologyPV family and beyond. Our season two campaign has been highly collaborative across social, partnering with Critical Role, Amazon Studios, Prime Video, Nerdist, and IGN, just to name a few. We also contracted a team of diverse bad-ass influencers to host weekly watch parties on Twitch and drive live engagement.
Our FanologyPV Twitter sentiment was already historically high, averaging 40% positive and over 40% neutral, thanks to our FanologyPV voice and personality, a mix of enthusiasm and that cheeky, edgy banter unique to fandoms. We knew that our audience was already likely to be interested in "The Legend of Vox Machina," and leading up to the premiere, we developed a number of elevated assets related to the show, driving traffic both for "The Legend of Vox Machina" and FanologyPV channels.
When looking at a recent 60-day period compared to the media industry, social media benchmarks provided by socialinsider (socialinsider.io, last updated February of 2023), FanologyPV’s collective social engagement rates for Instagram, Facebook, and Twitter are collectively 34.8 times greater than industry benchmarks! From the campaign launch in January 2022 through sustain in August, FanologyPV’s total Instagram followers increased by 152%, and the total Twitter followers increased by 167%. Leading up to season two of "The Legend of Vox Machina," the social coverage of New York Comic Con related to "The Legend of Vox Machina" garnered a total of 3.4 million organic impressions. Just a few weeks later, the trailer was posted, earning 2 million organic impressions on Twitter with more than ten thousand likes and 322 thousand plays on Instagram and Facebook.
Despite little to no paid marketing support, FanologyPV has exceeded where other editorial brands within the industry continue to be challenged. From consistent high engagement, outreach, and social sentiment to a strong and vocal community that thrives on positive and welcoming conversations with one another, FanologyPV is the social hub for all fans to openly fly their passionate fandom flags—and as fans, ourselves, we couldn’t be any prouder.