Commanding attention with social innovation
With increasing demands on our attention and in an age of crowded social feeds, how could a leading streaming service, NOW TV raise brand awareness and surface the great content across the service that’s waiting to be discovered?
The Big idea
To achieve cut-through, a dedicated editorial team at Hearst immersed themselves in this campaign to bring NOW TV's distinctive brand personality to life and help them stand out in a crowded market.
Focusing heavily on social innovation to drive deeper consideration, we aimed to educate and entertain while ensuring our audiences were absorbing NOW TV’s key brand messaging.
Our thumb-stopping social content included social videos, shareable memes, Facebook Canvas quizzes and interactive carousels all designed to surprise and delight our audiences, making it easier than ever for them to discover their future favourite shows.
Social videos reached record view through rates (VTRs) – a Cosmopolitan video charting the best Sex and the City quotes saw 38% of people watching to 95% - over double our VTR benchmark of 16%. This is our second highest branded video VTR ever.
The campaign results were outstanding, increasing NOW TV's brand awareness, perception and authority, plus sign-ups to the service through tap-through links and swipe-ups.
- Fashion & Beauty
- Branded content
- Data & Insight
- Digital Spy
Alex Glover, Digital Manager, MediaCom
Over the last year, Hearst has helped us evolve our partnership to beyond just articles to ensure that our brand is running through the veins of this activity. This ambition and growth was a driving factor behind wanting to extend our partnership.