FOX Life wanted to increase the engagement and loyalty of their audience. For this, we developed a Digital Brand Strategy that let us won the client and its public.
FOX Life is one of the main channels of FOX Networks. His series often tell highly emotional stories, aimed primarily at a female audience. In its programming, series like This is Us, American Crime Story, Grey’s Anatomy or Queen of the South have legions of followers.
Our challenge was to make the public not only connect with their series but with FOX Life itself. So engagement with the brand was the primary objective, but also growing their audience.
We designed a Brand Experience to provide similar sensations and emotions as FOX Life series, but through Social Media.
To achieve this, we defined a diversified content plan that concentrated strong emotions in strinking microformats. These facilitated a quick connection with the public and then passed an emotionally strong feeling.
The reaction of the audience was immediate.
Emotions populated FOX Life networks. Our contents generated laughs and cries in equal parts, exactly like the series of the channel. 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. Its fan base increased steadily, with people who felt strongly connected to their stories and emotions. But even more, they were eager to discover more about the channel, its contents and its star characters.