Digital brand strategy for FOX Life
A MORE HUMAN WAY OF UNDERSTANDING TELEVISION
FOX Life wanted to increase the engagement and loyalty of its audience. To do this, we developed a Digital Brand Strategy that allowed us to win over the client and their audience.
Position:
Creative Director
Creative Director:
Creative Direction
Creative Strategy
Content Strategy
Production Supervision
Agency:
Digitas
Publicis One
An exciting challenge.
FOX Life is one of the main channels of FOX Networks. Their series usually tell very emotional stories, aimed mainly at a female audience. In its programming, series such as This is Us, American Crime Story, Grey’s Anatomy or Queen of the South have legions of followers.
Our challenge was to get the public to not only connect with their series, but with FOX Life itself. So engagement with the brand was the main objective, but also growing their audience.
Huge emotions in tiny formats.
We designed a brand experience focused on providing sensations and emotions similar to those of the FOX Life series, but through the channel’s Social Networks.
To do this, we defined a diversified content plan that concentrated strong emotions in microformats. These facilitated a quick connection with the audience, who reacted immediately.
Our brand strategy excited the public and the FOX Life team.
Emotions filled the FOX Life networks. Our content generated laughter and tears in equal measure, exactly like the channel’s series. Users also began to share stories of overcoming, tragic stories and happy stories worthy of a series.
FOX Life raised its engagement to levels never seen before. His fan base grew steadily, with people feeling strongly connected to his stories and emotions. But even more so, they were eager to discover more about the channel, its content and its protagonists.
