Digital brand strategy for FOX Comedy
A laughable srategy with very serious results
The following digital brand strategy for FOX Comedy was the solution to the challenge of increasing FOX Comedy’s fan base and engagement on its digital channels.
Position:
Creative Director
Responsibilities:
Creative direction
Creative strategy
Content strategy
Production supervision
Agency:
Digitas
Publicis One
The difficulty of going from smiles to laughter.
As its name suggests, FOX Comedy is FOX Networks’ flagship comedy channel. It has some of the most popular series and many fans of all ages.
But their fan loyalty was not as strong on social media. Therefore, FOX asked us to improve their users’ engagement with the brand and increase their fan base.
A project that required humor for all tastes.
After a thorough research and social listening, we conclude that FOX Comedy audiences were composed of several groups. These had very different types of humor and tastes, depending on the series that followed.
Once we identified and analyzed each persona and the type of humor that connected with her, we began to define the digital brand strategy for the different contents and channels.
We take fun very seriously.
To build our content plan, we studied and extracted the mechanisms that made the best gags work. We analyzed the scripts and the personality of the protagonists of each series.
We created and tested our proposals with various internal groups and refined the humor until no one in the room was left without a laugh.
The result was some of FOX Comedy’s most hilarious and successful posts.
The results of this strategy were no joke.
Audience response to the new brand strategy and communication plan was immediate. The number of fans and engagement increased from one month to the next on all the brand’s digital channels. The results kept increasing from that moment on.
