Oxygen, an American cable and satellite channel owned by NBC Universal, has a core audience of millennial, or 18 to 34-year-old, multicultural women. Oxygen has wide array of programming –ranging from Bad Girls Club, a reality TV show where seven women live in a house together to a full slate of true crime programming. With millennials watching 47% less TV than adults over the age of 35 and spending more time online, Oxygen developed Very Real, website and content hub dedicated to expanding on-air content. Yet, the brand knew that to truly succeed it could not only create owned channels, it needed to grow its presence on platforms where 18-34 their audience as organically spending most of their time.
When Oxygen was looking to grow their audience in early 2016, Snapchat, a platform where this 74% of 18-34 smartphone users spent an average 20 minutes daily was no longer an experimental app. It undoubtedly was a truly valuable platform for audience growth and engagement.Although Oxygen had previously launched its Snapchat handle, it was not producing content regularly and had a very small set of followers.
Yet, with its unique ephemeral, experimental, and edgy new creative capabilities, Snapchat required its own level of production that was different from TV. Without complex equipment, large sets, and even larger production teams Oxygen needed to figure out a way to maintain their quality of shows, all while keeping up with the pace of Snapchat content. Further, Oxygen was not a Snapchat Discover Partner so would have build their audience from scratch, only using their owned channels and a small paid media budget to capture new Snapchat followers.
Oxygen relaunched its @OxygenTV Snapchat handle during the Season premiere of Bad Girls Club, the network's most socially-engaged show. @OxygenTV is an extension of not only the on-air network, but it's digital presence. Fans can follow OxygenTV on Snapchat to get exclusive sneak peeks, talent takeovers, relevant pop-culture stories and more. Weekly, the account drives tune in for new episodes and traffic to the Very Real blog. The interactive nature of Snapchat allows Oxygen to engage with their fans daily and has pushed creative boundaries.
Highlights of content include:
Fresh content daily: With content being pushed out daily, our team uses everything from handcrafted felt animations, sounds, and Snapchat "hacks" to keep things fresh. We bring deep creative expertise - an illustrator's skill, a photographer's eye and a storyteller's voice - that together create extraordinary content.
Around the clock production: Oxygen is producing content across both NY and LA teams, ensuring the channel runs in primetime across coasts.
Newsroom speed: Moreover, when pop culture news breaks – everything from Beyonce's pregnancy to Prince's death -- we are on the front lines with the story.
New age community management: Community Management on Snapchat is more than replying to messages. Leveraging cast members, influencers, and employees we have created video responses to our followers questions and comments.
Watch the clips here: http://view.trufflepig.farm/oxygenshorty/p/1
Oxygen's Snapchat is using best in class analytics for the platform. Extending beyond the basics of Snapchat provided metrics, we were one of the first brands on Snaplytics, an in depth dashboard for tracking Snapchat performance.Snaplytics technology has evolved with our channel, adding features such as competitive monitoring, content tagging, and industry insights/ benchmarks to help boost our understanding and improve our performance
Since relaunching the platform in May our completion rate has risen from 85.6% percent to 91.5%, beating the 85% benchmark for broadcast and entertainment. Similarly, with the average number of opens at 14K, we have surpassed the industry benchmark of 8k.Most importantly, Oxygen's Snapchat sees the highest tune-in rate and completion rate across all Oxygen's social platforms.
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