RebelMouse is a revolutionary new way for content creators to reach, engage and grow their audiences. Its #Hashtag Publishing feature allows users to run a campaign by leveraging social conversations and content around a specific hashtag. These #Hashtag campaigns showcase all shared content, whether it’s owned content coming from the show’s social accounts or earned media coming from fans and followers. Since Downton Abbey’s rise in popularity is attributed to its fans’ use of social media to spread the word, PBS/WNET knew it had to create a destination that offered engaging content for its legion of dedicated fans. It, therefore, enlisted the help of RebelMouse to drive tune-ins for re-broadcasts of the previous week’s episode as a lead in to the new episode each Sunday and to rally evangelists to generate buzz and create new fans. RebelMouse was able to help PBS target viral content and publish it efficiently, while helping them increase core analytics metrics.Downton Abbey is a big deal for PBS – the season premiere in January was the highest-rated drama premiere in the network’s history. Downton-related content is also the #1 content section of WNET’s THIRTEEN website, and has accounted for 15% of their overall traffic in the past month. WNET knew the new season of Downton Abbey would fuel lots of chatter on social media, and they turned to RebelMouse to transform viewer tweets into traffic. “RebelMouse allowed us to create a dynamic page highlighting our favorite content about the show on social," says Colin Schoenberger, Associate Director of Social Media and Analytics at WNET. RebelMouse enabled WNET to not only centralize and curate content, but also to identify influencers in the fan community and engage with them. They turned on Twitter Shout Outs to effectively target and boost their social engagement as they published UGC to their hub, which in turn drove meaningful clicks back to their page. “It’s been fantastic to see the time on-site has been very high – double our site average," says Schoenberger. “This told us we were not only engaging with influencers on Twitter, but also providing them with content they were really enjoying on the site." While RebelMouse has proven extremely effective when new episodes airs, WNET is also able to use RebelMouse to drive traffic throughout the week. By creating Rebel Page tabs for each episode, WNET is able to segment out potential spoilers – especially helpful for fans who haven’t seen the latest episode yet, or who are following along on social in a different time zone. Even if you’re catching up on your DVR, Schoenberger says, “anyone who missed the real-time conversations during the premiere can go and peruse some of the chatter while they’re watching." WNET found that RebelMouse helped them target viral content and publish it efficiently, and also helped them increase core analytics metrics. The use of RebelMouse's Twitter Shout Outs resulted in 400 page visits from Twitter during one night's rebroadcast. Additionally, the time spent on the RebelMouse page for show night exceeded 4 minutes per visit.
