The next Digital Brand Strategy for FOX Comedy was the solution to the challenge of increasing FOX Comedy fan base and engagement of their digital channels.
FOX Comedy is a comedy channel of FOX Networks. It has some of the most popular series and lots of fans among all ages.
But this fidelity was not so solid in Social Media. For this reason, FOX asked us to improve the engagement of its users with the brand and increase its fan base.
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.
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 every series protagonists.
We created and tested our proposals with several internal groups and refined the humor until we leave nobody in the room without laughing.
The result were some of the most hilarious and successful posts of FOX Comedy.
The public’s response to the new brand strategy and the new communication plan was immediate. The number of fans and the engangement rose from one month to another in all digital channels of the brand. The results did not stop increasing from that moment.