Brand: TBS
Agency: Relevant 24
GOALS:
• Develop a clear Social TBS voice and POV
• Establish TBS social platforms as destinations for honest, authentic comedy
• Increase Fan Growth and Improve Fan Quality
• Increase Social Engagement
OUTCOME:
Since we launched our real-time, always-on social strategy in June 2014, TBS has achieved 6x higher engagement levels, 5x higher average reach and 4x more network fans (1.3M Facebook, 95.8k Twitter and 9.8k Instagram). TBS network has also been featured in several publications for our social media efforts, including Buzzfeed, US Weekly and Ad Week.
TBS network celebrates moments. From Fifty Shades of Giggity to Rihanna's Grammys dress, we are all about playing along with this crazy, awesome and really funny world called the Internet. Our goal is to react to pop culture by owning our unique, honest, comedic, sorta nerdy, always celebratory voice. In a space that's constantly changing, our voice does not. We thrive on the improv comedy philosophy: "yes, AND" in all our collaborations, brainstorms and BFIs (big effin' ideas).
This social effort took the full collaboration of the entire TBS team, and a shift in thinking and creativity. Social became everyone's job, from marketing strategists and on-air producers to content creators and even the legal team. We took a more nimble approach to social communication -- engaging celebrities, other brands and our super fans while providing social commentary and pushing the envelope a bit -- and the results show the effectiveness.
